Cathay unveils new sonic branding to capture the love for travel

Cathay Pacific has unveiled a new sonic branding that features a journey-like musical composition to capture the love for travel and aviation.

Also known as "Song of Cathay", the new soundtrack is done in collaboration with sonic branding agency Sixième Son. It aims to forge deeper ties with customers and create an auditory expression of its purpose to move people forward in life.

Adding a new dimension to Cathay’s already established brand identity "Move beyond", Song of Cathay draws inspiration from its heritage as an airline and travel brand. The musical composition, instrumentation, and arrangements are designed to captivate customers by evoking fond memories of travel, capturing the spirit of adventure, and exuding the warm sense of hospitality that embodies every journey flown with Cathay Pacific.

Song of Cathay will be rolled out and played in various touchpoints, including Cathay Pacific’s lounges and aircraft, in the Cathay Shop at Cityplaza, on Cathay’s mobile apps, global contact centre hotlines, and Spotify playlists, aiming to create a holistic brand experience whenever customers engage with Cathay.

To celebrate the launch, Cathay has collaborated with the Asian Youth Orchestra (亞洲青年管弦樂團) to record Song of Cathay at its rehearsal camp in Tianjin last month. The orchestra also debuted it during its concert at Hong Kong City Hall on 3 August as part of its Asian concert tour. According to the release, Cathay has been sponsoring the Asian Youth Orchestra since its inception in 1990.

Lavinia Lau, Cathay group chief customer and commercial officer, said: “It has always been our mission to connect and move people forward in life through the Cathay experience. Song of Cathay is an audio representation of not just who we are as a brand, but also the journey we have been on and are moving towards. Our longstanding support for Hong Kong’s development of youth, arts, and culture is also vividly captured in the tune, which seeks to inspire communities, ignite creativity, and add to the vibrant fabric of our city.”

Edward Bell, Cathay general manager of brand, insights and marketing communications, said: “Music is a unifying language that brings people together by transcending cultures and boundaries. We have put a great deal of thought and effort into bringing our sonic branding vision to life, and we hope this distinct tune will strike a resonant chord with our customers from all around the world, forming a new and crucial component of the Cathay identity while building upon our ‘Move beyond’ spirit.”

Laurent Cochini, global managing director, Sixieme Son, said: “With this sonic identity, Cathay conjures an extraordinarily imaginary world and the promise of a beautiful journey. Song of Cathay is a poetic burst that embraces the brand's strong roots and international vocation, conveying its leadership, expertise, passion, and commitment. Conceived as a timeless waltz, the piece is a musical odyssey that tells the brand’s ambition to move people emotionally and forward.”

MARKETING-INTERACTIVE has reached out to Cathay Pacific for more information. 

Don’t miss: Cathay Pacific showcases HK charms with new inflight safety video

Back in July, Cathay Pacific partnered with creative agency VCCP Singapore to unveil a new inflight safety video that showcases Hong Kong's iconic elements as the backdrop for passengers.

Developed in collaboration with the Hong Kong Tourism Board (HKTB) and the Civil Aviation Department (CAD), the six-minute video aims to educate passengers on safety protocols while bringing to life the airline's "Move beyond" brand platform. It showcases the energy and vibrancy of Hong Kong, as the backdrop to deliver safety information engagingly.

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