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Cathay Pacific


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Cathay Pacific

  1. 1. CATHAY PACIFIC Benedict Gombocz
  2. 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. 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. 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
  5. 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. 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. 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
  9. 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
  12. 12. THE END The End  YouTube links:  Cathay Pacific A330-300 Safety Video:  Cathay Pacific Commercial 2011: New Business class [Full version]: Cathay Pacific Airbus A330-300