Cathay Cargo was keen to celebrate the inspiring tagline “We Know How”, with a special ceremony held at Hong Kong Aircraft Engineering Company Limited’s (HAECO) hangar facility at Hong Kong International Airport (HKIA).
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.
General Manager Brand, Insights and Marketing Communications Edward Bell said:
“‘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.”
“We Know How” – Cathay Cargo inspiring tagline
The first video advertisement for Cathay’s Cargo inspiring tagline- “We Know How” and a series of posters is to display in Hong Kong Station on the MTR. The promotion and banners, displayed interestingly at the occasion, mirror the scope of shipments conveyed as air freight that needs experts taking care of it.
General Manager Brand, Insights and Marketing Communications Edward Bell said:
“‘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.”
Director Cargo Tom Owen said:
“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.
Hong Kong’s Cargo hub – “We Know How”
In order to satisfy clients’ needs and distinguish itself from rivals while also enhancing the international aviation hub in Hong Kong, Cathay Cargo continues to invest in developing its air-cargo capabilities.
Recent investments include Ultra Track, a cutting-edge track-and-trace tool; Click & Ship, which puts purchase and confirmation in the hands of customers; a redesigned selection of specialist handling solutions; infrastructure improvements, such as the Pharma Handling Centre at the Cathay Cargo Terminal; and digitalizing processes and using data to benchmark and measure performance.
Director Cargo Tom Owen said:
“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.”
Ronald Lam, the chief executive officer of Cathay Group, emphasised the crucial part that cargo plays in the expansion and improvement of the Group as well as the Hong Kong international aviation hub. He stated:
“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.
General Manager Brand, Insights and Marketing Communications Edward Bell said:
“We Know How” focuses on the innovation, people, solutions and service – as well as the “magic” – that are central to Cathay Cargo.
Ronald Lam, the chief executive officer of Cathay Group, continue to say that
“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.”
Mr Owen added:
“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.”
Cathay Cargo Boeing 747-8F
The Boeing 747-8F was delivered for Cathay Pacific as the first airline in the Asia-Pacific region. These include a high-lift, low-drag wing that improves payload and range performance, a streamlined flap system to lower noise and maintenance costs, and what is reportedly the most cutting-edge commercial aviation engine currently on the market, the GEnx-2B67.
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.
Mr Owen concluded that:
“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.”
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