Cathay Cargo launched its first marketing campaign, ‘We Know How’ through recent ceremony held at Hong Kong Aircraft Engineering Company Limited’s (HAECO) hangar facility. During the event, the airline rebranded and introduced new livery on the first Cathay Cargo Boeing 747-8 freighter. 

The campaign included Cathay Cargo’s first video advertisement and a series of posters that will appear in Hong Kong Station on the MTR. Both shown for the first time at the event, the ad and posters reflect the shipments carried as air cargo and that need specialist handling. 

Cathay Group CEO Ronald Lam hosted the event and its guests of honour, including secretary for transport and logistics Lam Sai-Hung, director-general of civil aviation Victor Liu Chi-Yung from the Civil Aviation Department (CAD), and Airport Authority Hong Kong CEO Fred Lam Tin-Fuk. 

The campaign coincides with Cathay Cargo’s development of links in the Greater Bay Area (GBA), just ahead of the Three-Runway System at Hong Kong International Airport, which will become operational in late 2024.  

Appreciating Cathay Cargo’s unwavering support for the project, Lam Sai-Hung, Secretary, Transport & Logistics said: “This new facility dispatches built-up and screened cargo from the heart of the GBA direct to Hong Kong International Airport by ship. With Cathay Cargo and the Cathay Cargo Terminal being the first carrier and the first cargo terminal operator respectively to handle cargo shipments under this innovative model. We trust that this additional mode will open up tremendous opportunities for both Cathay Cargo and our airport, helping both to enlarge catchment in the huge market of the GBA and reinforcing our strength as the leading air cargo and logistics hub.” 

Ronald Lam, chief executive, Cathay Group 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 of part 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.”  

Tom Owen, director added: “Our brand combines innovation, people, solutions and service. Combined with our freighter fleet, our rebuilding passenger cargo belly network and Hong Kong’s logistics capabilities, we have the quality and expertise needed to thrive in all market conditions. We are investing in our brand so that we can continue to grow and build on Hong Kong’s position as the leading air cargo hub. Our brand displays the pride in our achievements, but also our ambitions to move forward – and our optimism for the future of air cargo and our home of Hong Kong.” 

“Any shipment on a Cathay Cargo plane matter. It’s going somewhere because it’s needed quickly, or because it needs the protection and assurance of our specialist handling,” commented Edward Bell, general manager, brand, insights and marketing communications, Cathay Group. “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. ‘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.” 

Recent Cathay Cargo investments include Ultra Track, a track-and-trace tool; putting purchase and confirmation into customers’ hands with Click & Ship; revamping the range of specialist handling solutions; infrastructural upgrades including the Pharma Handling Centre at the Cathay Cargo Terminal; and digitalising processes and using data to benchmark and measure performance.   

Owen added: “To become the world’s most customer-centric air cargo services brand, we need to continue to innovate and respond quickly to our customers’ changing needs. Today we are committing to that, confident in the expertise and dedication of our core competitive advantage, our Cathay Cargo people. We Know How.”