Cathay unveils new Sonic Identity, 'Song of Cathay'

Cathay Pacific has introduced a new sonic branding, "Song of Cathay," aimed at deepening its emotional connection with customers and reinforcing its commitment to moving people forward in life.

The uplifting musical composition is designed to evoke the spirit of travel and adventure, while also reflecting Cathay's heritage as a leading airline. Customers will encounter the new sonic identity across various touchpoints, including lounges, aircraft, mobile apps, and contact centers.

To bring "Song of Cathay" to life, Cathay collaborated with the Asian Youth Orchestra, which debuted the composition at its recent concert in Hong Kong. This partnership aligns with Cathay's long-standing support for youth development and the arts in the city.

Customers can enjoy Song of Cathay across various touchpoints, including Cathay Pacific’s lounges, aircraft, mobile apps, and contact center hotlines, as well as on Spotify playlists. This sonic branding, created by Sixième Son, will be progressively rolled out, enhancing the brand's holistic experience wherever customers engage with Cathay.

Lavinia Lau, Cathay’s Group Chief Customer and Commercial Officer, remarked: “Song of Cathay is an auditory representation of our brand and the journey we’ve been on. It encapsulates our dedication to connecting and moving people forward in life. The tune also symbolizes our commitment to Hong Kong’s vibrant culture, inspiring creativity and community.”

Edward Bell, Cathay’s General Manager of Brand, Insights, and Marketing Communications, added: “Music transcends cultures and boundaries, and Song of Cathay is a unifying language that resonates with our global audience. This sonic branding is a crucial new element of Cathay's identity, embodying our ‘Move Beyond’ spirit.”

Laurent Cochini, Global Managing Director of Sixième Son, described the sonic branding as “a poetic burst that embraces Cathay’s strong roots and international presence, conveying its leadership, expertise, and commitment. Conceived as a timeless waltz, Song of Cathay is a musical odyssey that reflects the brand’s ambition to move people emotionally and forward.”