Cathay Cargo has unveiled its new brand campaign, “We Know How,” at a recent ceremony held at Hong Kong International Airport.

The campaign aims to emphasise the significance of cargo to the Cathay Group and Hong Kong’s aviation hub.

The event also showcased the newly rebranded Cathay Cargo with the introduction of the first Cathay Cargo Boeing 747-8F featuring the new livery.

The launch event was attended by Cathay Group’s chief executive officer Ronald Lam and distinguished guests, including secretary for transport and logistics Lam Sai-hung, director general of civil aviation Victor Liu Chi-yung, and Airport Authority Hong Kong chief executive officer Fred Lam Tin-fuk.

The campaign coincides with Cathay Cargo’s efforts to establish connections in the Greater Bay Area and the upcoming Three-Runway System at Hong Kong International Airport. The new system is scheduled to be fully operational in late 2024.

During the event, secretary Lam highlighted the collaboration between Cathay Cargo and the HKIA Logistics Park in Dongguan, which facilitates the shipment of cargo from the Greater Bay Area to Hong Kong International Airport. He expressed appreciation for Cathay’s support, stating that this innovative model would create tremendous opportunities for Cathay Cargo and Hong Kong’s air cargo and logistics hub.

CEO Ronald Lam emphasised the vital role of cargo in the growth and development of the Cathay Group and Hong Kong’s aviation hub. He highlighted the contribution of cargo in delivering essential supplies, such as vaccines and fresh food, and sustaining global trade through the hub. Lam expressed confidence in Cathay Cargo’s future as a crucial part of the Cathay brand and Hong Kong’s growth.

“We Know How” is the first marketing campaign following Cathay Cargo’s rebranding. It focuses on highlighting the innovation, people, solutions, service, and “magic” associated with Cathay Cargo. The campaign includes a video advertisement and a series of posters that will be displayed at Hong Kong Station on the MTR. These visuals showcase the range of shipments carried by Cathay Cargo and the specialised handling they require.

Cathay Cargo continues to invest in its air-cargo expertise to meet customer demands and distinguish itself from competitors. Recent investments include next-generation track-and-trace tools, customer-centric services such as Click & Ship, enhanced specialist handling solutions, infrastructural upgrades such as the Pharma Handling Centre at the Cathay Cargo Terminal, and digitalisation of processes for improved performance.

Cathay Cargo aims to become the world’s most customer-centric air cargo services brand by prioritising innovation and responding swiftly to changing customer needs. The company remains confident in the expertise and dedication of its people to deliver exceptional service.