Cathay Pacific has recently announced exciting news for its customers with the launch of Cathay Cargo, the rebrand of its cargo business. This move comes as part of the airline’s brand redesign and aims to reinforce the strong brand association and perceptions held by its customers. Cathay Cargo aligns with the purpose, vision, and values of the master brand Cathay and all its subsidiary brands, including Cathay Pacific, the passenger airline, and Cathay, the everyday lifestyle offering.
Cathay Cargo plays a vital role in helping Cathay Pacific fulfill its vision of becoming one of the world’s greatest service brands. It operates a world-class air cargo network, transporting products that facilitate trade across the entire Cathay network and beyond. Cathay Cargo ships directly to more than 70 destinations worldwide and is committed to advancing the development of all destination countries served by Cathay’s more than 200 aircraft.
“Cathay’s cargo business has played a vital role in the success of the Cathay Group since 1946, when we carried our first shipment between China and Australia. Our cargo services operate out of our home base of Hong Kong, which is also the world’s busiest international air cargo hub. This is an opportune moment to align our cargo business with the master brand as we continue our cargo investments in Hong Kong and the Greater Bay Area for a promising future. This rebrand reflects our Cargo business’ commitment to the same ‘Move Beyond’ ambition as the Group, while building on a strength that the Cathay brand has long been known for – offering leading-edge services to our customers,” according to Ronald Lam, Cathay Group Chief Executive Officer.
As part of the rebranding campaign, Cathay Cargo has recently introduced exciting refreshed solutions, including Cathay Priority and Cathay Pharma, catering to the respective burgeoning demands by customers for effective temperature-sensitive solutions and efficient and reliable delivery solutions. The company has also invested in technology, including Ultra Track, a multi-dimensional track-and-trace service that gives customers near-real-time information on the airport-to-airport leg of the shipment journey, and Click & Ship, an intuitive online booking service available 24/7 with instant processing and confirmation.
Cathay Cargo’s website has been revamped to reflect the brand ethos, making it easier for users to access popular features such as booking, track and trace, and flight availability. The rebrand will connect Cathay Cargo to the master Cathay brand, offering a range of products and services that create more value for customers and partners. Cathay Cargo will have more exciting initiatives in the coming months as the company works toward a complete rebrand. With this move, Cathay Pacific is taking a step forward in reinforcing its brand and delivering world-class service to its customers.