Cathay Cargo noted its optimism about the future prospects of air cargo as it launched a new campaign aimed to further reinforce its standing as a major air freight brand.

The campaign, "We Know How", was marked with a ceremony held at Hong Kong Aircraft Engineering Company Limited's (HAECO) hangar facility at Hong Kong International Airport (HKIA) on June 21.

Ronald Lam, chief executive officer of Cathay Group, highlighted the key role that cargo plays in the growth and development of both the Group and the Hong Kong international aviation hub.

"Cargo has always been an important part of 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," Lam said.

"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," Lam added.

As the first marketing campaign following the rebrand of Cathay Cargo earlier this year, "We Know How" focuses on the innovation, people, solutions and services that are all central to Cathay Cargo.

Optimism for the future of air cargo

 [Photo: Cathay Cargo]

"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," said Tom Owen,  Director of Cargo at Cathay.

"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," he added.

During the event, Cathay 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.

The campaign comes at a time when Cathay Cargo is developing links in its extended home market of the Greater Bay Area (GBA), just ahead of the forthcoming Three-Runway System at Hong Kong International Airport, which will become fully operational in late 2024.

In his speech, Lam Sai-hung, secretary for transport and logistics, referenced the collaborative work between Cathay Cargo and the Airport Authority Hong Kong’s new HKIA Logistics Park in Dongguan.

This new facility despatches built-up and screened cargo from the heart of the GBA direct to Hong Kong International Airport by ship.

"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," the Secretary said.

"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," he added.

The statement noted that Cathay Cargo continues to invest in building its air-cargo expertise to deliver what customers want and to set it and the Hong Kong international aviation hub apart from competitors.

Recent investments include Ultra Track, a next-generation track-and-trace tool; putting purchase and confirmation into customers' hands with Click & Ship; revamping the range of specialist handling solutions; infrastructural upgrades, including the Pharma Handling Centre at the Cathay Cargo Terminal; and digitalising processes and using data to benchmark and measure performance. ​

"To become the world's most customer-centric air cargo services brand, we need to continue to innovate and respond quickly to our customer's changing needs," Owen said. "Today, we are committing to that, confident in the expertise and dedication of our core competitive advantage, our Cathay Cargo people. We Know How."

The Cathay Group chief hosted the event, and its guests of honour, include Lam Sai-hung, secretary for transport and logistics, Victor Liu Chi-yung, director-general of the Civil Aviation Department (CAD), and Fred Lam Tin-fuk, Airport Authority Hong Kong chief executive officer.