Cathay Pacific marketing campaign to highlight service staff–the ‘sparkling jewel’ in airline’s crow

05/09/2011 10:29

The FINANCIAL -- Cathay Pacific Chief Executive John Slosar today said the airline will push ahead with its marketing campaign that puts its staff “front and centre” across the world.

Speaking at a lunchtime gathering as part of the British Chamber of Commerce’s “Captains of Industry” series, Mr Slosar said that the airline’s staff and flight crew “really are the heart and soul of Cathay Pacific. They provide a level of friendly, helpful and sincere service I contend is unmatched by any other airline.

“That’s why we have no hesitation in featuring them in our marketing campaigns. And we certainly intend to carry on with the campaign featuring our staff because it has been a clear winner. I believe the next phase of the campaign, which is to be rolled out from the beginning of next month, will be a winner, too.”

Mr Slosar said that when it launched last year, the campaign was hailed in the media as an advertising coup, with one paper reporting that: “Cathay Pacific has deployed a new weapon in the battle for the hearts, minds and wallets of international air travellers: its employees”.

In a broad-ranging and upbeat speech, Mr Slosar connected the campaign to some of the many positive developments at Cathay Pacific, ranging from new products and destinations to a fleet upgrade that will see 95 fuel-efficient aircraft, with a list price of HK$200 billion, added before the end of the decade, and the airline’s new cargo terminal at Hong Kong International Airport being built at a cost of HK$5.5 billion.

“We are delighted and proud to be investing in Hong Kong and the local community – and we think every dollar will be worthwhile and bring its own rewards. At Cathay Pacific, we are unashamed true believers in Hong Kong and bulls on China,” Mr Slosar said.

Among the new product developments at the airline, Mr Slosar highlighted the plan to introduce a Premium Economy Class product on Cathay Pacific’s long- and medium-haul fleets from the second quarter of next year.

“I can promise you that this will be an outstanding product, with seats more like regional Business Class seats and upgraded meal and cabin services that I believe will convince our passengers that they are getting real value for the extra money it will cost them to fly the new class,” he said.

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