Cathay Pacific, a renowned airline known for its exceptional service and commitment to customer satisfaction, has recently unveiled a new sonic branding initiative called „Song of Cathay.“ This uplifting musical composition is designed to deepen the emotional connection with customers and reinforce the airline’s dedication to moving people forward in life.
The „Song of Cathay“ is a melodic representation of the spirit of travel and adventure, reflecting Cathay’s rich heritage as a leading airline in the industry. Customers will encounter this new sonic identity across various touchpoints, including lounges, aircraft, mobile apps, and contact centers. The goal is to create a cohesive and immersive brand experience that resonates with passengers at every stage of their journey.
To bring „Song of Cathay“ to life, Cathay Pacific collaborated with the Asian Youth Orchestra, a talented group of young musicians who debuted the composition at a recent concert in Hong Kong. This partnership not only showcases Cathay’s support for youth development and the arts but also highlights the airline’s commitment to fostering creativity and cultural exchange in the community.
Customers can enjoy the „Song of Cathay“ across a range of touchpoints, from lounges and aircraft to mobile apps and contact center hotlines. The sonic branding, created by Sixième Son, a leading sonic branding agency, will be gradually rolled out to enhance the overall brand experience wherever customers engage with Cathay. This strategic move demonstrates Cathay’s dedication to creating a memorable and cohesive brand identity that resonates with its global audience.
Lavinia Lau, Cathay’s Group Chief Customer and Commercial Officer, expressed her excitement about the new sonic branding, stating that „Song of Cathay“ is an auditory representation of the airline’s journey and commitment to connecting and moving people forward in life. She emphasized that the tune also symbolizes Cathay’s dedication to Hong Kong’s vibrant culture, inspiring creativity and community among its passengers.
Edward Bell, Cathay’s General Manager of Brand, Insights, and Marketing Communications, highlighted the universal appeal of music as a unifying language that transcends cultures and boundaries. He described „Song of Cathay“ as a crucial new element of Cathay’s brand identity, embodying the airline’s „Move Beyond“ spirit and resonating with its global audience on an emotional level.
Laurent Cochini, Global Managing Director of Sixième Son, praised the sonic branding as a poetic burst that embraces Cathay’s strong roots and international presence. He described „Song of Cathay“ as a timeless waltz that reflects the airline’s ambition to move people emotionally and forward, conveying its leadership, expertise, and commitment to excellence in the industry.
In conclusion, Cathay Pacific’s introduction of „Song of Cathay“ represents a significant milestone in the airline’s branding strategy, aiming to create a more immersive and emotionally engaging experience for its customers. This innovative sonic branding initiative not only showcases Cathay’s commitment to excellence and customer satisfaction but also highlights its dedication to fostering creativity, cultural exchange, and community engagement. As passengers embark on their journeys with Cathay, they will be accompanied by the uplifting and inspiring melodies of „Song of Cathay,“ further enhancing their travel experience and strengthening their connection with the airline.