One of the most communicated endeavors of Cathay Pacific is its affiliation with ‘oneworld’ alliance. Oneworld enables its members to offer customers more services and benefits than any airline could provide alone. These services include but are not limited to broader route network, opportunities to earn and redeem frequent flier miles and points across the whole alliance network and access to more airport lounges (Doganis, 2006, p. 77). Through the world renowned global airline alliance, Cathay Pacific was able to be a flight of choice since it can provide greater convenience of being able to choose flights on more days, or more flights on any given day. Customer satisfaction is what Cathay Pacific is after through providing the customers more flight choices, smooth transfers, access to other airport lounges and enhanced benefits (Chan, 2000).
Unique to Cathay Pacific are its campaigns that are initiated to further build and enhance the brand through publicity efforts. Stone, Bond and Foss (p. 228) noted that Cathay Pacific was able to predict customer behaviours by means of personalising service and targeting marketing campaigns. As such, Cathay Pacific runs over 150 campaigns a year with its three staff and has delivered a 50% increase in ROI of the company. For its corporate brand equity for instance, Cathay Pacific had its tagline as “It’s the little things that move you” (Roberto and Roberto, 2008). These little things are known to be the satisfiers to the passengers which include the smiling flight attendants and freshly-prepared foods in-flight. The latest advertising campaign is “Great service. Great people. Great fares.” (Roberto and Roberto, 2008).
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