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Asia Pacific
Cathay introduces ‘Song of Cathay’ sonic branding
Cathay Pacific has unveiled a new sonic branding initiative.
‘Song of Cathay’ aims to illustrate the airline’s love for travel and aviation
It describes Song of Cathay as an ‘uplifting, inspirational and journey-like musical composition designed to forge deeper ties with customers.’
It draws inspiration from its heritage as an airline and travel brand.
The musical composition, instrumentation and arrangements help to evoke memories of travel, and the spirit of adventure, it says.
It can be experienced through various touchpoints and will be progressively rolled out and played in Cathay Pacific’s lounges and aircraft, in the Cathay Shop at Cityplaza, and on Cathay’s mobile apps and Spotify playlists.
To celebrate the launch, Cathay collaborated with the Asian Youth Orchestra.
The orchestra recorded it at its Rehearsal Camp in Tianjin last month and debuted it during its concert “Celebrating 34 Years of Excellence” at Hong Kong City Hall on 3 August
Cathay Pacific has been a sponsor of the Asian Youth Orchestra since its inception in 1990.
Cathay General Manager of Brand, Insights and Marketing Communications Edward Bell said: “Music is a unifying language that brings people together. We have put a great deal of thought and effort into bringing our sonic branding vision to life.”
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Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
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