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Cathay Pacific

A beautiful friendship

Beginning in 2010, we have partnered with Cathay Pacific through the complete transformation of their identity as an employer.

Back to our work

Affecting evolution

We started by giving support to a small campaign to drive applications for their Graduate Engineer Programme.

Applications tripled in three weeks. Over the next seven years, we partnered with Cathay Pacific on an adventure of continual evolution that transformed how they positioned themselves as a global employer.

What we enabled

Documenting a Life Well Travelled

Having established Cathay Pacific and Cathay Dragon’s employee value propositions in 2012, we revisited their articulation as the realities and aspirations of life at Cathay Pacific shifted. That lead to the exciting opportunity to interpret their consumer brand ‘Life Well Travelled’ for their people and build their brand from the inside out.

Strengthening a global connection

Capturing the experience of more than 35,000 employees based in Hong Kong and across 87 other offices in 32 countries was always going to be a challenge. Over the last seven years, we have travelled to eight countries producing over 40 shoots both video and photography for Cathay Pacific and Cathay Dragon.

These assets have come to life through internal campaigns, recruitment advertising, websites, events, engagement initiatives and management guides.

Conducting regular research with their business units, our understanding of the Cathay Pacific experience remained relevant and accurate. This helped us to continually evolve the way both businesses represented themselves as employers, eventually influencing Cathay Pacific’s consumer brand.

Cathay Pacific is a complex global business. Through our commitment to developing a deep understanding of their people, we’ve been able to play our part in guiding, driving and delivering meaningful outcomes time and again.

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