1. CATHAY PACIFIC
Benedict Gombocz

2. 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.
Logo

3. 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

4. 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

5. 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.
Photo

6. 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.

7. 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

8. DESTINATIONS

9. 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

10. CATHAY PACIFIC 777-367 IN ONEWORLD LIVERY

11. CATHAY PACIFIC AIRBUS A330-343X MODEL IN
ONEWORLD LIVERY

12. 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