Cathay announced a rebrand of its cargo business and name change to Cathay Cargo as part of the Group's overarching brand redesign.

The Hong Kong carrier said 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. 

Ronald Lam, group chief executive officer, noted that Cathay's cargo business had played a vital role in the success of the Cathay Group since 1946, when the airline carried its first shipment between China and Australia.

"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," Lam said.

"Our cargo services operate out of our home base of Hong Kong, which is also the world’s busiest international air cargo hub."

Shipping directly to more than 70 destinations worldwide, Cathay said its cargo brand is committed to advancing the development of all destination countries served by Cathay's more than 200 aircraft.

Refreshed cargo services

Reflecting this commitment to invest, Cathay Cargo has introduced a number of exciting refreshed solutions, including Cathay Priority and Cathay Pharma.

Meanwhile, the announcement said 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 statement announcing the refresh said.

Tom Owen, director cargo, noted that Cathay Cargo continues to innovate new solutions, services and technology as the carrier seeks to be 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," Owen said.

Cathay Cargo has invested in technology in recent years. This includes Ultra Track, a multi-dimensional track-and-trace service that gives customers near-real-time information on the airport-to-airport leg of the shipment journey using low-energy Bluetooth data-loggers, and, Click & Ship, an intuitive online booking service available 24/7 with instant processing and confirmation.

As part of its rebranding campaign, Cathay Cargo's website has been revamped to reflect the brand ethos and enable users to easily access popular features such as booking, track and trace, and flight availability whilst also providing a clear showcase of recent campaign offers and featured solutions.

The announcement said Cathay Cargo would have more initiatives in the coming months as the company works toward a complete rebrand.