A new ad campaign was launched in Hong Kong overnight and for a time it was thought the Chinese region's flag carrier had pulled off a marketing megahit by casually renaming itself under the cover of darkness.
Billboard style ads with statements such as 'Live elevated' or 'Elevate every trip' popped up, each bearing the slogan: "Cathay, Move Beyond."
After a brief update from the team at Cathay Pacific, things were cleared up. There had been a rebrand, kinda. But not of the airline.
The Hong Kong-based airline has joined with companies such as Marco Polo Club and Asia Miles to launch a new premium travel lifestyle brand. Its name: Cathay.
Over the coming months, Cathay will be rolling out a range of new offers in spending, dining, shopping, hotels and wellness.
Straight off the bat, Cathay is launching a co-branded credit card.
While the brand Cathay and its new lifestyle offerings will only be available in Hong Kong for now, Cathay Pacific will remain the airline's brand internationally. The company does plan to expand the Cathay programme to other markets over time.
"At the heart of the 'Cathay' brand is a celebration of all the best things we love - and have missed - about travel. We are very proud to have been connecting our customers with people, places and experiences around the world through the joy of travel," Cathay Pacific Group CEO Augustus Tang said.
It's not the first time the Cathay Pacific name itself has hit the headlines. In 2018, a new aircraft was mistakenly emblazoned with "Cathay Paciic" after someone forgot to use the letter f.
At the time, skeptical travellers weren't so sure if this was a genuine mistake or a publicity stunt.
One man tweeted: "No one gives a F anymore, not even the painters!"