Cathay Cargo launched its first marketing campaign, “We Know How”, with a special ceremony held at Hong Kong Aircraft Engineering Company Limited’s (HAECO) hangar facility at Hong Kong International Airport on 21 June.
The campaign comes at a time when Cathay Cargo is developing links in its extended home market of the Greater Bay Area, ahead of the anticipated Three-Runway System at Hong Kong International Airport, which will become fully operational in late 2024.
The event also formally introduced the newly rebranded Cathay Cargo with the first Cathay Cargo Boeing 747-8F to receive the new livery making a giant and dramatic backdrop for the occasion.
In his speech, Secretary for Transport and Logistics Mr Lam Sai-hung referenced the collaborative work between Cathay Cargo and the Airport Authority Hong Kong’s new HKIA Logistics Park in Dongguan. This new facility dispatches builtup and screened cargo from the GBA direct to Hong Kong International Airport by ship.
Cathay Group CEO Ronald Lam highlighted the key role cargo plays in the growth and development of both the Group and the Hong Kong international aviation hub. He said: “Cargo has always been an important part of our business. It’s an integral part of our heritage, and of Hong Kong as a centre for global trade. “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. We helped to keep trade moving across the world and through our hub. I look forward to Cathay Cargo’s future as a vital part of our Cathay brand, and a key contributor to Hong Kong’s future growth and development.”
As the first marketing campaign following the rebrand of Cathay Cargo earlier this year, “We Know How” focuses on the innovation, people, solutions and service – as well as the “magic” – that are central to Cathay Cargo.
The campaign includes the first video advertisement and a series of posters that will appear on the MTR. The ad and posters, shown for the first time at the event, reflect the range of shipments carried as air cargo and that need specialist handling.
General Manager Brand, Insights and Marketing Communications Edward Bell 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”
