Cathay rebrands and refreshes cargo services

Cathay Pacific Cargo has rebranded as Cathay Cargo as part of the Cathay group’s overall brand redesign.

Group chief executive Ronald Lam said: “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.”

The launch of the new name follows several “refreshed” solutions, Cathay Cargo said, including Cathay Priority and Cathay Pharma. Cathay Mail, meanwhile, is scheduled for a refresh in March.

A statement said: “These services cater to the respective burgeoning demands by customers for effective temperature-sensitive solutions, and efficient and reliable delivery solutions with new digital technology that better meets the requirements for shipment visibility, reliability and speed.”

In recent years, Cathay Cargo has invested in technology such as Ultra Track, a track-and-trace service that gives customers near-real-time information on the airport-to-airport leg of the shipment journey using low-energy Bluetooth data-loggers; and Click & Ship, a 24/7 online booking service with instant processing and confirmation.

Cathay Cargo’s website has now been revamped to reflect the brand ethos and to enable users to access features such as booking, track and trace, and flight availability with ease.

Further developments at Cathay Cargo will follow in the coming months as the rebrand continues.