Cathay Cargo launches new brand campaign ‘We Know How’

Cathay Cargo has launched its new brand campaign, “We Know How”, showcasing the brand’s strength and experience as a reliable expert in air cargo solutions. From temperature-sensitive vaccines and fresh produce to cars and caring for champion racehorses, Cathay Cargo experts ensure that all cargo arrives ready to make a difference to the world.

“We Know How” is the first marketing campaign following the rebranding of Cathay Cargo earlier this year. It focuses on the innovation, people, solutions and service – as well as the “magic” – that are central to Cathay.

Conceptualised by Cathay and global advertising agency Leo Burnett, the film takes the viewer on a journey that keeps unveiling the varied types of shipments Cathay Cargo handles seamlessly. The films and posters reflect the range of shipments carried as air cargo and that need specialist handling. It includes some of Cathay Cargo’s leadership and depicts how customers can expect efficiency, expertise and reliability for every shipment with Cathay Cargo’s customized cargo solutions.

Rajesh Menon, Regional Head of Cargo – South Asia, Middle East and Africa highlighted: “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.

“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.”

The campaign comes at a time when Cathay Cargo is 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.

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.”

“‘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.”

Cathay Cargo continues to invest in building its air-cargo expertise to deliver what customers want and to set it and the Hong Kong international aviation hub apart from competitors. Recent investments include Ultra Track, a next-generation 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.