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Discovery, Cathay Pacific's iconic inflight magazine, gets a brand-new look

02 Jul 2015

Cathay Pacific Airways has unveiled a brand-new look for Discovery, the airline’s highly regarded inflight magazine. The publication has undergone a complete revamp, with a fresh look and new editorial direction that echoes the Cathay Pacific brand promise of a “Life Well Travelled”, creating a better experience for passengers across all points in the journey.  

Starting from the July 2015 issue, Discovery is following the Life Well Travelled brand promise by looking at how travel changes people and encouraging readers to think about why they travel. The magazine features original and inspirational articles from respected local and international contributors, including explorers, chefs, philosophers and artists, as well as top-notch travel writers and photographers.   

Inside the magazine for the July issue, in the Heritage section, the article “Blinded by the Brand” looks at the human stories behind some of the world’s most iconic luxury brands. In the Thinking East and West section, two philosophers, one Western and one Chinese, examine seemingly familiar topics from their unique viewpoints. And well-travelled contributors capture highly personal and emotive moments in “The First Time I Ever Saw” and “The Hardest Discovery” in the Inspiration and Exploration sections.

The entertainment guide in Discovery has also been given a new look, with film, TV and music critics guiding passengers through an ever-wider selection of on-board content. Regular features include 7 Essential Scenes and a curated arthouse feature, World Film Club.

To celebrate the magazine revamp, the July issue of Discovery is being produced as a special collector’s edition with four separate covers – each based on the theme “The New Age of Discovery” - by four leading Hong Kong-based artists, including Katrina Teh, Michael Lam, Peter Ross and Sandra Rauch.

Cathay Pacific passengers have the opportunity to share moments from their own well-travelled lives through a Discovery competition that’s being run on Facebook and Instagram from 1 to 14 July. Passengers can upload a photo and description on any of the aforementioned platforms with the tag #cathaydiscovery. Ten shortlisted entries will be given the four limited edition prints of the July collector’s edition. The photograph and words submitted by the overall winner will be featured in the September issue of Discovery. Full details, including terms and conditions, can be found at http://on.fb.me/1IuPPuF.

The revamped Discovery magazine is now available for passengers across all Cathay Pacific flights and is also available on iPad (click here to download), along with the new-look inflight sales magazine Discover the Shop. Visit here to explore the new look and feel of the updated Discovery and Discover the Shop magazines.ent