Cathay Pacific’s reinvention takes it back to humble beginnings

After a disastrous 2016 that saw the airline losing US$74m, Cathay Pacific embarked on an ambitious transformation journey in 2017 that is starting to bear fruit, according to general manager of brand, insights and marketing communications, Edward Bell.

In 2016 – the same year it marked its 70th anniversary – Cathay Pacific posted a US$74.01m (HK$575m) annual loss for the year.

After enjoying decades of prosperity, the financial results were a wakeup call for the Hong Kong-headquartered airline, struggling to meet keen competition “flooding in” from rival mainland Chinese and Middle Eastern carriers.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands