Cathay Cargo launches as Cathay rebrands cargo business

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Cathay has rebranded its cargo business with the launch of Cathay Cargo.

This represents a change of name from Cathay Pacific Cargo.

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Cathay said the change aligns with the airline’s overarching brand redesign, and “reinforces the existing strong brand association and perceptions held by its customers. Cathay Cargo aligns with the same purpose, vision and values of our master brand Cathay and all of its subsidiary brands, including Cathay Pacific, the passenger airline, and Cathay, the everyday lifestyle offering.”

Cathay Cargo ships directly to more than 70 destinations worldwide and said it was committed to “advancing the development of all destination countries served by Cathay’s more than 200 aircraft”.

Group chief executive officer Ronald Lam said: “Cathay’s cargo business has played a vital role in the success of the Cathay Group since 1946, when we carried our first shipment between China and Australia. Our cargo services operate out of our home base of Hong Kong, which is also the world’s busiest international air cargo hub.

“This is an opportune moment to align our cargo business with the master brand as we continue our cargo investments in Hong Kong and the Greater Bay Area for a promising future. This rebrand reflects our Cargo business’ commitment to the same ‘Move Beyond’ ambition as the Group, while building on a strength that the Cathay brand has long been known for – offering leading-edge services to our customers.”

Cathay Cargo has recently introduced refreshed solutions such as ‘Cathay Priority’ and ‘Cathay Pharma’, while ‘Cathay Mail’ is scheduled for a refresh in March. “These services cater to the respective burgeoning demands by customers for effective temperature-sensitive solutions, and efficient and reliable delivery solutions with new digital technology that better meets the requirements for shipment visibility, reliability and speed,” the company said.

Director cargo Tom Owen commented: “Cathay Cargo continues to innovate new solutions, services and technology for customers as we build towards being one of the world’s greatest service brands. Continued investment in technology and logistics will solidify our position as a leading player in the industry.”

As part of its rebranding campaign, Cathay Cargo’s website has been revamped to reflect the brand ethos, and enable users to more easily access features such as booking, track and trace, and flight availability.

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