The campaign coincides with Cathay Cargo developing links in its extended home market of Greater Bay Area
In order to showcase the brand’s strength and experience as a ‘reliable expert’ in air cargo solutions, Hong Kong-based airline Cathay Pacific subsidiary, Cathay Cargo has come up with its brand new campaign We Know How, says the airline in a press statement.
We Know How is the first marketing campaign following the rebranding of Cathay Cargo earlier this year. According to the airline, this new project focuses on innovation, people, solutions and services central to Cathay.
The campaign coincides with Cathay Cargo developing links in its extended home market of the Greater Bay Area (GBA), just ahead of the forthcoming three-runway system at Hong Kong International Airport, which will become operational in late 2024.
Rajesh Menon
“Our new brand campaign, We Know How, underlines the important role of cargo within the Cathay Group and showcases our commitment to innovation, exceptional service and the valuable contribution of our dedicated team. In recent times, it offered the Cathay Group a financial lifeline, but it was a real-world lifeline, too. We delivered essential vaccines and fresh food to Hong Kong and other parts of the world. We helped to keep trade moving across the world and through our hub. Hong Kong International Airport (HKIA) retained its status as the world’s busiest air cargo hub by tonnage in 2022 as per Airports Council International’s (ACI) rankings,” says Rajesh Menon, Regional Head of Cargo, South Asia, Middle East and Africa.
This collaboration between Cathay and advertising agency Leo Burnett depicts the varied types of shipments Cathay Cargo handles. Cathay Cargo says that it includes some of its leadership and showcases how customers can expect reliability with its cargo solutions.
“The Cathay brand combines innovation, people, solutions and service. Combined with a strong freighter fleet, our passenger cargo belly network that we’re rebuilding and Hong Kong’s logistics capabilities, Cathay Cargo has the quality and expertise needed to thrive in all market conditions,” adds Menon.
“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,” says Edward Bell, General Manager Brand, Insights and Marketing Communications.
“We Know How is a privileged peek into the inner sanctum of our freighters and a chance to experience the expertise of our people and the technology they use to ensure every shipment arrives quickly and in perfect condition,” he adds.
In keeping with its brand mission, the airline says it has also recently invested in Ultra Track, a next-generation track-and-trace tool that digitalises processes and uses data to benchmark and measure performance all of which is available to customers within a click.
