Cathay Pacific rebrands cargo business to explore possibilities of its shipments

Cathay Pacific has rebranded its cargo business with the change of its name from Cathay Pacific Cargo to Cathay Cargo, as well as the launch of its new brand platform “We Know How”. 

This rebrand reflects Cargo business’ commitment to the same “Move Beyond” ambition as the group, while building on the capabilities in offering leading-edge services to Cathay’s customers. The change of its name aligns with the airline’s overarching brand redesign and reinforces the existing strong brand association and perceptions held by its customers.

Targeting businesses focused on freight forwarders and direct shippers, the “We Know How” campaign is a testament to the dedication that Cathay Cargo has to every shipment and how every shipment matters.

Through the campaign, the brand seeks to differentiate Cathay Cargo from key competitors within the industry, by providing end-to end solutions to handle every shipping need instead of one-size-fits-all solutions, delivered through Cathay Cargo’s various solutions including Cathay Pharma, Cathay Dangerous Goods, Cathay Mail & Cathay Courier.

In a conversation with MARKETING-INTERACTIVE, Cathay Cargo’s spokesperson said the new campaign was developed based on an underlying thought that every shipment has the potential to open up a world of possibilities.

Visually, the campaign was inspired by the iconic circular shape of the cargo cabin of Cathay Cargo aircraft. The circular shape was used as a visual metaphor to showcase the “world of possibilities” that each of its shipments provide, emphasising not only the range but also the innovation and care that Cathay Cargo brings to every type of shipment.

To bring this concept to life, the brand has developed a variety of marketing tactics, including a film that takes the audience on a continuous journey through the different “worlds of possibilities” within its Cathay Cargo plane, showcasing how it handles and ships temperature-sensitive vaccines, fresh produce, engineered parts of a race car, and champion horses. The film emphasises the care and attention paid to each shipment and the ultimate impact these shipments have on people.

Apart from the film, the campaign is also promoted via a variety of channels and touch points, including interactive screens in Hong Kong's MTR station, and key visuals to communicate the message. It will run until October. 

Commenting on the rebrand, Edward Bell, general manager, brand, insights and marketing communications, Cathay Pacific, said: “Any shipment on a Cathay Cargo plane matters. It’s going somewhere because it’s needed quickly, or because it needs the protection and assurance of our specialist handling. There is a story behind each shipment that speaks to the magic of the goods we fly, and their importance to the people who receive them.”

He added that “We Know How” is a privileged peek into the inner sanctum of the brand’s freighters and a chance to experience the expertise of the people and the technology they use to ensure every shipment arrives quickly and in perfect condition.

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