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Cathay Cargo Launches New ‘We Know How’ Brand Campaign

Cathay Cargo has launched a new brand campaign called ‘We Know How’, which was marked with a special ceremony held at Hong Kong Aircraft Engineering Company Limited’s (HAECO) hangar facility on June 21st.


Cathay Cargo Launches New 'We Know How' Brand Campaign - Courtesy Cathay Pacific

On Thursday (June 29, 2023), Cathay Cargo announced the launch of a new brand campaign titled ‘We Know How’, which was marked by a special ceremony held on June 21, 2023 at Hong Kong Aircraft Engineering Company Limited’s (HAECO) hangar facility at Hong Kong International Airport. As part of the rebrand, Cathay Cargo has also introduced their first Boeing 747-8F featuring a new livery, which served as a dramatic backdrop for the special occasion. The event was hosted by Cathay Group’s Chief Executive Officer Ronald Lam, and was attended by VIP guests including Secretary for Transport and Logistics Mr. Lam Sai-hung, Director-General of Civil Aviation Mr. Victor Liu, and Airport Authority Hong Kong CEO Mr. Fred Lam Tin-fuk.


Speaking at the rebranding celebration last week, Secretary for Transport and Logistics, Mr. Lam Sai-hung, said,


“We appreciate a lot Cathay’s unwavering support for this project, 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.”


Cathay Group’s Chief Executive Ronald Lam, added,


“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.”


Cathay Cargo Celebrates the Launch of Their New 'We Know How' Brand Campaign on June 21, 2023 - Courtesy Cathay Pacific

The first marketing campaign since the rebranding of Cathay Cargo earlier this year, ‘We know How’ focuses on innovation, people, solutions and service, along with the ‘magic; that are central to Cathay Cargo. The campaign also includes Cathay Cargo’s first video advertisement and a series of posters that will appear in the Hong Kong Station.



Cathay Cargo's New 'We Know How' Advertising Video - Courtesy Cathay Pacific


Cathay Cargo continues to invest in building their air cargo expertise to set themselves apart from the competition. Recent innovations include Ultra Track, a next generation track-and-trace tool, which puts purchase and confirmation in customers’ hands with Click & Ship. Cathay Cargo has also revamped their range of specialist handling solutions, and completed infrastructure upgrades including the Pharma Handling Centre at the Cathay Cargo Terminal. Additionally, the company continues to digitalize processes, and to use data to benchmark and measure performance.



Source: Cathay Pacific

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