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International Marketing Study Program 2002
Cathay Pacific, Hong Kong
7 January 2002
Cathay Pacific is a passionate, committed and creative company. Cathay presents themselves as a premium brand striving to improve and evolve the travel experience, wanting customers to experience the brand in a consistently favourable manner. They integrate marketing activities online, on television, and print and participate in event sponsorship such as sport (rugby), and theatre (Miss Saigon and Asian Youth Orchestra).
Cathay Pacific was the first airline globally to offer in-flight email and entertainment with a huge selection of channels and video on demand. They promote Chinese food to cater to the Asian market, and to present the 'Asian experience'. They have introduced new destinations (New Delhi, Karachi and Sapporo), and have also launched a new business class, with extra facilities to ensure continued customer satisfaction.
Cathay Pacific is an innovative company that tries be the first in coming up with ground-breaking, creative and unique ideas via unexpected and non-traditional means (eg. placement and design of ads in business magazines). Cathay has started to explore building their brand online, seeking to maximise brand impact, providing an online journey for its customers (eg. sound banners, moving icons on website). It was a most informative visit.
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