CATHAY PACIFICBenedict Gombocz

OVERVIEW

Overview Hong Kong’s de facto international flag carrier, with its main office and

biggest hub at Hong Kong International Airport, even though its registered office is on the 33rd floor of One Pacific Palace.

Its operations comprise scheduled passenger and cargo services to 168 destinations in forty-two countries around the world; also included are codeshares and joint ventures, with a fleet of wide-body aircraft, such as Airbus A330, Airbus A340, Boeing 747, and Boeing 777 equipment.

Additionally operates fifth freedom flights via its focus cities, Bangkok and Taipei.

Its entirely owned subsidiary, Dragonair, operates flights to forty-four destinations in the Asia Pacific region via its Hong Kong base.

Cathay Pacific and Dragonair transported almost 27 million passengers and more than 1.8 million tonnes of cargo and mail.

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FACTS

Facts Founded 24 September 1946

Hubs Hong Kong International Airport

Focus cities Suvarnabhumi Airport (Bangkok)

Taiwan Taoyuan International Airport

(Taipei)

Frequent-flyer program Asia Miles, the Marco Polo club

Airport lounge The Bridge, the Arrival, the Pier,

the Wing, the Cabin, G16 Lounge

Alliance Oneworld

Subsidiaries Air Hong Kong (60%), Dragonair

Fleet size 139 incl. cargo

Destinations 112 incl. cargo

Company slogan People. They make an airline.

Hong Kong International Airport

FACTS (CONT.)

Parent company Swire Pacific

Headquarters Registered office: One Pacific Place, Hong Kong

Head office: Hong Kong International Airport, Chek Lap Kok, Hong Kong

Key people John Slosar (Chairman), Ivan Chu (CEO)

Revenue HK $98,406 million (2011)

Operating income HK $5,263 million (2011)

Net income HK $5,501 million (2011)

Employees 29,800 (2011)

Website www.cathaypacific.com

CORPORATE AFFAIRS AND IDENTITY

Head office The main office of Cathay Pacific, Cathay Pacific City, is located on the

grounds of Hong Kong International Airport, but its registered office is on the 33rd floor of One Pacific Place.

Cathay Pacific City was scheduled to be constructed in increments between April-September 1998; it opened the same year.

The carrier’s headquarters were formerly at the Swire House, which was located in a compound in Central, Hong Kong, and named for the airline’s parent corporation.

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BRANDING

Attempts at branding and publicity have centered on the staff and passengers of the airline.

The carrier’s first campaign giving attention to the passenger was “It’s the little things that move you’; an adverting campaign followed this campaign: “Great Service. Great People. Great Fares.”

In 2011, Cathay Pacific changed its slogan to People. They make an airline.

The new slogan was accompanied by an additional website called “Meet the Team”, which introduced some of the staff through profiles.

The flash site disclosed many behind-the-scenes stories, of which many include influential facts regarding the staff’s career lives.

LIVERY

Livery All Cathay Pacific aircraft carry these livery, logos, and trademarks: the

“brushwing” livery on the body and on the vertical stabilizer (introduced in the early 1990s), the Brand Hong Kong logotype, and the dragon icon, the Oneworld logo (on some aircraft), and the Swire Group logo.

The brushwing logo is made up of a calligraphic stroke, meant to appear like the wing of a bird, on a green background.

The old logo, made up of green and white stripes, was used from the early 1970s until 1994.

All Cathay Pacific aircraft, before 1997, had the flag of the UK on the empennage.

Following the transference, all Cathay Pacific aircraft had the Brand Hong Kong logo with HONG KONG or in Chinese 香港 under or next to the Brand Hong Kong logo rather than using the Hong Kong Special Administrative Region (HKSAR) flag.

Ironically, the HKSAR flag has never been on any Cathay Pacific aircraft.

Cathay Pacific Boeing 777-300ER landing at Hong Kong International Airport

DESTINATIONS

CODESHARE AGREEMENTS

Codeshare agreements Cathay Pacific has codeshare agreements with these airlines:

Air China -LAN Airlines

Air New Zealand -Malaysia Airlines

Air Seychelles -Philippine Airlines

Alaska Airlines -Qatar Airways

American Airlines -S7 Airlines

Bangkok Airways -Vietnam Airlines

British Airways -WestJet

Comair

Fiji Airways

Finnair

Japan Airlines

Oneworld logo

CATHAY PACIFIC 777-367 IN ONEWORLD LIVERY

CATHAY PACIFIC AIRBUS A330-343X MODEL IN ONEWORLD LIVERY

THE END

The End YouTube links:

Cathay Pacific A330-300 Safety Video: https://www.youtube.com/watch?v=7ALGpqn0C_8

Cathay Pacific Commercial 2011: New Business class [Full version]: https://www.youtube.com/watch?v=2nxIi3MctdQ

Cathay Pacific Airbus A330-300