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A New Era of Togetherness Tel Aviv launches B-KOO comes home Competition grows Hairy business A350s to operate flights to latest Hank Cheng and the Inspiration How Cathay is reacting to the changing Moustaches are sprouting Cathay destination team celebrate an epic journey competitive landscape as Movember gets moving Page 4 Page 6 Page 7 Page 17 November 2016, Issue 247 A magazine for the people and friends of Cathay Pacific Airways A new era of togetherness CATHAY DRAGON Details make a difference inflight Cathay Dragon’s inflight experience embodies a shared design philosophy of ‘softly spoken, strongly felt’ • New Cathay Dragon identity to drive seamlessness between sister airlines • Brand alignment brings efficiencies and economies of scale • Signature Dragonair touches will live on as part of the inflight offering Most people in Cathay Pacific already know about the new Cathay Dragon identity, having followed the news on the new livery, logo and more, but may not be aware of the changes being made to elements of the inflight experience. “A brand is not just a logo and a name – it begins with the first Message from the customer touchpoint,” says Manager Brand Ruaraidh Smeaton. “Our inflight experience is the culmination of dozens of brand touchpoints and it is here that the heart of Cathay Dragon can Chief Executive truly come to life.” Many of the essential components of the inflight infrastructure, Ivan Chu from seat design and meal trays to inflight entertainment screens, have already been brought into alignment with Cathay Pacific’s offering to drive the seamlessness in experience between the two airlines, and also bring many efficiencies and economies of scale into play. 21 November is a hugely important day for Passengers travelling between Cathay Pacific and Cathay the Cathay Pacific Group as we celebrate the Dragon will be greeted by a familiar inflight look and feel, though official launch of Cathay Dragon, building on some elements will mark Cathay Dragon out as different. the decade-long partnership between Cathay Cathay Dragon’s onboard souvenirs and giveaways have been Pacific and Dragonair to create new synergies updated with new stationery kits, postcards and playing cards between our two airlines. that feature different Cathay Dragon destinations. Bringing these two world-class brands “In consideration to the numerous travellers who journey between Hong Kong, China into closer alignment will help the Group to and Taiwan on Cathay Dragon, we’ll also be introducing branded sim card holders, for continue to grow and strengthen our position those who need to switch sim cards in foreign cities,” Ruaraidh says. in our home hub. And it will also provide a more Cathay Dragon shares three design pillars with Cathay Pacific – heartfelt warmth, compelling and consistent experience for the considered simplicity and the joy of discovery – but has its own unique value: millions of passengers who connect between contemporary Chinese, which differs from Cathay Pacific’s contemporary Asian. our two airlines every year. In the past, English tea was served as the primary option on Dragonair flights, but Some of you may be wondering why we this will now be updated to a refreshing Chinese tea. are still going ahead with the Cathay Dragon Signature dishes such as hot pot rice and Chinese New Year pun choi will be making launch when we are facing such a challenging their way onto inflight menus. business environment. There are two points “For dessert, our brand partnership with Nic’s Cookies, founded by celebrity to address here, and the first relates to the Nicholas Tse, will see delicious cha chaan teng-inspired cookies aboard flights, with strategic importance of the Cathay Dragon flavours such as milk tea, coffee, malted milk and Ovaltine,” says Inflight Catering rollout. Manager Kim Chong. Completing the three-dimensional brand experience, inflight entertainment will This is part of building a clearer begin with a pre-roll directed by renowned filmmaker Brandon Li, showcasing a unique and much stronger connection view of Hong Kong. between our two airlines that will “The quality and service that Dragonair has always been known for will naturally live on, with the spirit of the dragon evident throughout the inflight experience,” Ruaraidh says. make us more competitive in the marketplace This is not simply a cosmetic exercise. Yes, we are changing the livery and logo, but this is part of building a clearer and much stronger connection between our two airlines that will make us more competitive in the marketplace. This is crucial at a time when other carriers and hubs are expanding rapidly. In terms of the cost element of the rebranding, the repainting of the liveries of the What does Cathay Dragon mean to you? Cathay Dragon aircraft is pretty much a cost- neutral exercise. However, over the longer term We talked to some of the key people involved in the Dragonair to Cathay Dragon rebrand to see how they feel about the changes. we will make investments in the Cathay Dragon brand that will help to ensure its success. We may be facing challenging times, but Eric Cheng, Catering Operations & Ken Chui, Manager Marketing & Sales we still need to do things that will make the Equipment Manager China Cathay Pacific Group stronger in the future One of the biggest changes has been seeing The Sales and Marketing team in China has – and Cathay Dragon is a perfect example of the replacement of the old catering equipment actually been using a co-brand approach for some how we can build a better proposition for our bearing the old Dragonair logo. I will miss it. time, but this is a big change as Dragonair is a well- customers and sharpen our competitive edge. Dragonair had a growing history from a small airline known brand in the Mainland. I like that the dragon on This is the beginning of a very exciting to one respected throughout the region, but I know the livery will live on in Cathay Dragon and capture that journey! this transition is going to elevate the customer same spirit while the new brand will give us a more experience and be a new milestone for the airline.” united identity and service with Cathay Pacific.” 2 CX WORLD Details make a difference inflight Getting our ducks in a row As Cathay Dragon is launched, says Manager Brand Ruaraidh Smeaton. Cathay Dragon’s inflight experience embodies a shared design philosophy of ‘softly spoken, strongly felt’ people in the Group will see “We have consulted with our people in several day-to-day changes departments around the world to create that will bring operations and guidelines that articulate which brand you should departments into alignment. use, and when and why you should use it,” he says. Guidelines are important for large organisations The new guidelines have gone through rigorous “to ensure that we are aligned, consistent and approvals and endorsements and are designed to professional in the way we present ourselves,” be legally compliant. Logo Usage Brand Architecture Office Stationery Guidelines Decision Tree Guidelines Previously, identifying and The Brand Architecture Office Stationery Guidelines demystifying the correct Guidelines have been updated such as email signatures, brand usage has been a time- to include the new Cathay PowerPoint templates, consuming, case-by-case Dragon identity. Having letterheads, business cards, issue. The new Logo Usage selected the right logo, using staff ID cards and even the Decision Tree guides different the Logo Usage Decision Tree, colour of lanyards have been people to choose the correct it’s important that everyone updated. The guidelines logo to use, ensuring quality follows the helpful guidance have been devised with and consistency in every provided for applying the logo, consideration for the external situation. including spacing around the customer experience logo The big day logo, orientation and colour. principles, an employee’s location and job type, as well as employment status. has arrived! Cathay Dragon becomes a reality on 21 November, with a simple ceremony being held at Cathay Dragon House to mark the official launch. Office Signage Guidelines Colleagues at the headquarters of A great deal of work has gone into the creation of the airlines’ first Office Signage Guidelines. Consulting both Group airlines are being greeted with ports around the world, we have developed a signage system which reflects the logo principles by banners and posters that tell a applied to the customer experience while being consistent in its application around the world. The story of how the brands are coming guidelines cover the full range of signage elements from external building signage to office interiors. together across every aspect of the Visit the Brand Design page on IntraCX for more details passenger experience. Sports teams in unison The alignment between Cathay Pacific and Cathay Dragon will be seen in many different areas – including the sports’ kits worn by teams in the Cathay Club. From football teams to lion dancing, the Cathay Club teams cover more than 30 different sporting activities, and traditionally each team has created their own kits with a diversity of designs. “This year, in the name of sportsmanship, we wanted to bring everyone into alignment,” says Tom Owen, Director People. “Similar to national teams, where different kits are needed to suit different sports, we wish to establish a base design that can be developed into new sports kit for our Cathay Club teams, embracing the shared brushwing of Cathay Pacific and Cathay Dragon.” The kits are still going through the final design and prototyping phases, but there should be a dose of refreshed team spirit heading your way soon. Humphrey Huen, Cabin Services Ruaraidh Smeaton, Manager Brand Delivery Manager In creating new brand guidelines, we’ve been able to I’ve enjoyed the process – the change consider every touchpoint in the customer journey of Dragonair to Cathay Dragon connects from scratch.
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