Top Story

e4m_logo.png

Home >> Marketing >> Article

Cathay Pacific group rebrands Dragonair as ‘Cathay Dragon’

02-February-2016
Font Size   16
Share
Cathay Pacific group rebrands Dragonair as ‘Cathay Dragon’

The Cathay Pacific Group has announced a new era of growth and opportunity for its two airlines. Cathay Pacific’s wholly owned sister airline- Dragonair is to be rebranded as ‘Cathay Dragon’. The two will remain as separate airlines, operating under their own licences.

According to the press release, by more closely aligning the two brands, this rebranding will capitalise on Cathay Pacific’s high international brand recognition and leverage on Cathay Dragon’s unique connectivity into Mainland China. The airlines’ customers will benefit from greater convenience and a more seamless travel experience.

Since Dragonair became a wholly owned subsidiary of Cathay Pacific in 2006, it has added 23 new destinations and the number of passengers travelling across both carriers has grown five times to more than 7 million in 2015. The combined annual passenger number of the two airlines grew from 22 million to more than 34 million last year.

Ivan Chu, Chief Executive, Cathay Pacific said, “We are very proud of what we have achieved together. Cathay Dragon is a brand that will be recognisably part of the Cathay Pacific Group for our customers from different parts of the world. The rebranding will enable us to capture the fast-growing passenger flows across the two carriers by creating a more seamless travel experience.”

He added, “We are building on what is a true Hong Kong success story that has made our city a leading international aviation hub and gateway to and from Mainland China markets. This rebranding will sharpen our competitive edge by offering an attractive Cathay-led brand package that carries the assurance of a consistently high-quality customer experience.”

The rebranding will see a new livery created for Cathay Dragon that features a Cathay-style brushwing logo. This livery will appear for the first time on one of Cathay Dragon’s Airbus A330-300 aircraft in April and will be progressively introduced to the rest of the airline’s fleet.

Algernon Yau, Chief Executive Officer, Cathay Dragon said, “We can assure our customers that Cathay Dragon will continue to provide the same high level of products and services that made us a four-time winner of the World’s Best Regional Airline award. We will have the same dedicated team continuing to offer their friendly and caring service style. We will also continue to build on our experience and understanding of what our passengers like and treasure, such as speciality Chinese and Asian dishes as well as popular local Hong Kong snacks.”

The Cathay Pacific Group will launch a major international advertising and marketing campaign later this year to promote recognition of Cathay Dragon and the benefits this rebranding will bring to passengers.

Tags

Vinik Karnik, Business Head - ESP Properties, talked about what went into conceptualising the first edition of the entertainment marketing report, Showbiz

Rahul Jhamb, Brand Head, Forever 21, on how the fast fashion brand always stays on the pulse of latest marketing trends

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Baba Ramdev brought his sharp wits for an interview with e4m where he promised to disrupt more markets and spoke about he the way he created a brand through consistent and selfless work

Heavy spends on OOH and print sum up this year’s ad spends of YLG Salon

Thomas, Chief Marketing Officer, Diageo India, gives us a peek into the marketing strategy for McDowell’s No 1 Soda, its creation of ‘No 1 Yaari Jam,’ their own set of 4Ps and importance of content

Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.