Cathay Pacific has today introduced ‘Song of Cathay’, a new musical branding that captures the love for travel and aviation, while deepening the carrier’s emotional connection with customers.
On Friday (August 9, 2024), Cathay announced the release of ‘Song of Cathay’, an uplifting and inspirational musical composition, designed to forge deeper ties with customers and create an auditory expression of the carrier’s purpose - to move people forward in life. Expanding Cathay’s established brand identity, Song of Cathay draws inspiration from Cathay Pacific's heritage as a leading airline and travel brand. The instrumentation and arrangements merge to captivate guests by evoking fond memories of travel, while capturing the spirit of adventure, and exuding the warm sense of hospitality, synonymous with every journey flown with Cathay Pacific.
Cathay’s new soundtrack, Song of Cathay, has been designed by sonic branding agency Sixième Son and will be available through a range of touchpoints including the carrier’s lounges and aircraft, in the Cathay Shop at Cityplaza, on Cathay’s mobile app, global contact center hotlines, and more.
Introducing Cathay's New Brand Identity Musical Composition, 'Song of Cathay' - Courtesy Cathay Group
In Friday’s announcement, Cathay’s General Manager – Brand, Insights and Marketing Communications, Edward Bell, said,
“Music is a unifying language that brings people together by transcending cultures and boundaries. We have put a great deal of thought and effort into bringing our sonic branding vision to life, and we hope this distinct tune will strike a resonant chord with our customers from all around the world, forming a new and crucial component of the Cathay identity while building upon our ‘Move Beyond’ spirit.”
Also commenting on the release of ‘Song of Cathay’, Cathay Group’s Chief Customer and Commercial Officer, Lavinia Lau, said,
“It has always been our mission to connect and move people forward in life through the Cathay experience. Song of Cathay is an audio representation of not just who we are as a brand, but also the journey we have been on and are moving towards. Our longstanding support for Hong Kong’s development of youth, arts and culture is also vividly captured in the tune, which seeks to inspire communities, ignite creativity and add to the vibrant fabric of our city.”
Sixième Son’s Global Managing Director, Laurent Cochini, added,
“With this sonic identity, Cathay conjures an extraordinarily imaginary world and the promise of a beautiful journey. Song of Cathay is a poetic burst that embraces the brand’s strong roots and international vocation, conveying its leadership, expertise, passion, and commitment. Conceived as a timeless waltz, the piece is a musical odyssey that tells the brand’s ambition to move people emotionally and forward.”
Celebrating the launch of the new musical composition, Cathay collaborated with the Asian Youth Orchestra to bring Song of Cathay to life. The orchestra recorded the piece at their Rehearsal Camp in Tianjin last month, and it debuted at their ‘Celebrating 34 Years of Excellence’ at Hong Kong City Hall on August 3, 2024, as part of the orchestra’s Asian Concert Tour.
Source: Cathay Group
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