Cathay Pacific Airways Conceived Identity

From its corporate image, the people are the key in providing ‘Asian hospitality on the ground and in the air’ hence recognising a great opportunity to introduce the people behind winning the Best Airline in the World award, as voted by the 16.2 million airline passengers (Cathay Pacific blog and video). As such, the latest marketing campaign is centered on the people and the services because passengers consistently relay the message that it is the Cathay Pacific’s people and the service that they deliver combined with the value that the company offers set them apart from their competitors. The service is renowned because of the people who are always willing to go the extra mile to make the passenger feel special (Chaisung and Apphathornkul, 2009). The people use their training and intuition to provide all those little things that passengers may want even before they start asking for them so passengers can enjoy an exceptional travel experience.