When you want to embody a love and iconic brand like Cathay Pacific, you have to cherish the legacy and the vision of the brand. The “Song of Cathay”, the sonic identity we have created, inspired by Hong Kong’s vibrancy, celebrates travel and hospitality, enriches the beauty and excellence of the brand patrimony with an emotionnal asset that is build to last. Integrated into lounges, flights, and customer service, it deepens emotional connections with passengers.
Cathay’s unwavering commitment to detail has been instrumental in its success in delivering exceptional experiences for customers. From the carefully selected materials on-board the aircraft to the lounges, to the meticulous placement of cutlery by the cabin crew, every detail is thoughtfully and artfully considered. To further elevate the brand experience and foster deeper connections with their customers, Cathay embarked on an auditory journey, integrating sound as a key element in their brand strategy.
The brand developed a sonic identity, titled ‘Song of Cathay’ or 〈國泰躍韻〉— more than just a sound, it is an ode to travel, a ternary odyssey that draws inspiration from the vibrancy of their home city, Hong Kong and the brand’s rich heritage. Song of Cathay is a journey-like musical composition that tells the brand’s story and ambition to move people emotionally and forward – capturing the brand’s Move Beyond spirit, celebrating the brand’s love of travel and exuding a warm sense of hospitality.
Adaptations have been created to form a strategic and coherent ecosystem that expresses the brand at every touchpoint: including onboard the aircraft, lounges, boarding gates, customer service hotline, on digital platforms, in-store and more.
The sonic identity was also tested amongst Diamond members and Cathay passengers prior to the launch, receiving over 90% positive feedback.
Cathay collaborated with the Asian Youth Orchestra to debut Song of Cathay at an exclusive concert held at Hong Kong City Hall, where the orchestra played a special arrangement of the piece. This event was attended by key stakeholders and Diamond members, who gathered to celebrate the launch.