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From Cathay Pacific Cargo to Cathay Cargo: Strengthening Brand Alignment and Global Ambition
By Tsani Gramatikova access_time 3 min read

Cathay Pacific Cargo, the air cargo arm of Cathay Pacific Airlines, is rebranding to Cathay Cargo in alignment with the airline’s overall brand redesign. The change, according to the company, reinforces its strong brand association and perceptions held by its customers and aligns the cargo business with the same purpose, vision, and values of the master brand Cathay and all of its subsidiary brands, including Cathay Pacific, the passenger airline, and Cathay, the everyday lifestyle offering. 

Cathay’s cargo business has played a vital role in the success of the Cathay Group since 1946 when we carried our first shipment between China and Australia. Our cargo services operate out of our home base of Hong Kong, which is also the world’s busiest international air cargo hub. 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.

Group Chief Executive Officer Ronald Lam 

The rebrand from Cathay Pacific Cargo to Cathay Cargo also eliminates limitations associated with a geographically specific name. Brand names that are tied to a particular region can be restrictive and may not accurately reflect the company’s global reach. The new name, Cathay Cargo, is more inclusive and allows the company to extend its reach. Cathay Cargo is committed to advancing the development of all destination countries served by Cathay’s more than 200 aircraft through its world-class air cargo network, which transports products that facilitate trade across the entire Cathay network and beyond.

As part of its rebranding initiative, Cathay Cargo has invested in the exact brand match domain name This investment will enhance the company’s online presence and make it easier for customers to find and engage with the brand. The revamped website enables users to easily access popular features such as booking, track and trace, and flight availability, clearly showcasing recent campaign offers and featured solutions.

Cathay Cargo is committed to continued investment in technology and logistics, such as Ultra Track and Click & Ship, to provide customers with effective temperature-sensitive solutions, efficient and reliable delivery solutions, and near-real-time information on the shipment journey. Cathay Cargo is well-positioned to achieve its ambitious growth targets and become one of the world’s greatest service brands with its renewed focus on offering its customers leading-edge services.

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