Brand Development Plan - Cathay Pacific
1. Company Background
Cathy Pacific Airways was founded in 1946, it is an international airline based in Hong Kong, offering scheduled cargo and passenger services to over 170 destinations around the world. The company is the industry 's one of the few 5-Star Airline and be awarded the World’s Best Airline over years. It vision is to make the airline the most admired in the world, ensuring safety comes first; deliver service straight from the heart; provide outstanding product and service; produce superior financial returns and fulfillment corporate responsibility.
2. About the New Brand
International Air Transport Association estimates the number of people flying in Asia will rise by 360 million to one billion in 2014. The market share of low-cost carriers (LCCs) in Asia might double over the next five years from the current 25 percent. Many conventional airlines started to creating multiple brands under one umbrella to entering budget market, such as Singapore Airlines creating SilkAir, Scoot; Thai Air with Thai Smile; and All Nippon Airways with Peach Aviation.
LCCs rise of threats to the survival space of conventional airlines. Cathay Pacific except need to think how to preventing loss conventional airline sectors, they should also build a new brand catching budget-airline market as new revenue growth point.
The new brand suggested to call “Wonder Air” that is a LCC based in Hong Kong and targeting budget market. The name is hoping every passenger able to experience wondrous service even if the LCC also feel the quality is beyond the value. The slogan of Wonder Air is call “Your Unexpected Journey”, every trip is also different and do not know will encounter what things, but the slogan want to convey messages is Wonder Air will do better to make passenger feel that is totally different journey. The company initially will fly short-distance routes in Asia, including in China, Japan, South Korea and Southeast Asia. The new airline will
Cathy Pacific Airways was founded in 1946, it is an international airline based in Hong Kong, offering scheduled cargo and passenger services to over 170 destinations around the world. The company is the industry 's one of the few 5-Star Airline and be awarded the World’s Best Airline over years. It vision is to make the airline the most admired in the world, ensuring safety comes first; deliver service straight from the heart; provide outstanding product and service; produce superior financial returns and fulfillment corporate responsibility.
2. About the New Brand
International Air Transport Association estimates the number of people flying in Asia will rise by 360 million to one billion in 2014. The market share of low-cost carriers (LCCs) in Asia might double over the next five years from the current 25 percent. Many conventional airlines started to creating multiple brands under one umbrella to entering budget market, such as Singapore Airlines creating SilkAir, Scoot; Thai Air with Thai Smile; and All Nippon Airways with Peach Aviation.
LCCs rise of threats to the survival space of conventional airlines. Cathay Pacific except need to think how to preventing loss conventional airline sectors, they should also build a new brand catching budget-airline market as new revenue growth point.
The new brand suggested to call “Wonder Air” that is a LCC based in Hong Kong and targeting budget market. The name is hoping every passenger able to experience wondrous service even if the LCC also feel the quality is beyond the value. The slogan of Wonder Air is call “Your Unexpected Journey”, every trip is also different and do not know will encounter what things, but the slogan want to convey messages is Wonder Air will do better to make passenger feel that is totally different journey. The company initially will fly short-distance routes in Asia, including in China, Japan, South Korea and Southeast Asia. The new airline will