The 2024 edition of the IATA World Cargo Symposium was held in Hong Kong – a first for our home hub. And as co-host of the event, Cathay Cargo knew that it was time to stand out. This was an incredible opportunity to demonstrate our credentials, and the city’s capabilities.

One major draw: Cathay Cargo’s booth and stand, which couldn’t have failed to attract the eyes of the almost 2,000 visitors who attended the three-day symposium, air cargo’s most important gathering of the year. The booth, complete with a mock-up of the open nose door of a Boeing 747 freighter, showcased Cathay Cargo’s comprehensive suite of innovative solutions, advanced technology and expert services. Visitors were eager to learn more about Cathay Cargo’s offerings and to demonstrate their knowledge in an interactive digital quiz –with the top prize up for grabs being a very attractive 500,000 Asia Miles.

‘It’s always exciting to see an open nose door on a freighter, so we wanted visitors to experience that same excitement walking into our booth,’ said Cathay Cargo Marketing Manager Janet Cheng. ‘Inside we had an illuminated map showing our extensive network, and we also laid out our specialist handling solutions and had a team on hand to engage with visitors and delegates in discussions, to demonstrate that We Know How.’

The We Know How brand campaign launched last year to build awareness of and engagement with Cathay Cargo’s expertise and high-quality service. The focus this year is to show how and why We Know How. ‘Our presence at WCS extends the promise of We Know How, complemented by the physical experience at the Cathay Cargo booth,’ explained Cathay’s General Manager of Brand, Insights and Marketing Communications Edward Bell. ‘Visitors can walk inside, get up close and personal with the various things we have on offer, and engage with the Cargo team to better understand our solutions and all the ways we help them do what they need to do.’

This was the case for Teresa Lung, Corporate Sales, Marketing and Operation Department Senior Manager at Kintetsu World Express. ‘We don’t always have the opportunity to go in-depth about specialised solutions in our day-to-day communications,’ Lung said, ‘but being here at the booth with the Cathay Cargo team is a great way to understand their solutions and services better’.

That's exactly what the team had planned. 'I'm proud to have been able to support the brand and showcase what we offer so directly and creatively to the market,' concludes Cheng.

Thoughts turn to dinner

As the symposium progressed, anticipation grew for the event’s gala dinner. Held at the Grand Ballroom at the Kerry Hotel, the dinner exemplified Cathay Cargo’s commitment to delivering an exceptional experience, extending beyond business affairs. Attendees were treated to a spectacular evening of live performances, a stunning dance, bespoke cocktails, an entertainment booth and a lucky draw, which included prizes such as tickets to Hong Kong from the delegates’ home countries.

The evening opened with drinks and a speech welcoming guests by Cathay Group Chair Patrick Healy. ‘It’s a real privilege for Cathay to be hosting the World Cargo Symposium in Hong Kong,’ he said. ‘It’s a fantastic opportunity to welcome everyone in the air-cargo industry back to the city and remind them of the wonderful opportunities that are here.

‘There is a tremendous opportunity for the city to keep growing as a true international cargo hub, and we’re looking forward to driving that growth, especially riding on the tail of a very successful year in 2023.’

It was truly an event and a night to remember.

Lead image: Posing with Cathay Pacific crew (left to right), Lavinia Lau, Cathay Chief Customer and Commercial Officer; Ronald Lam, Cathay Group Chief Executive Officer; Paul Chan, Financial Secretary, Hong Kong SAR Government; Fred Lam, Chief Executive Officer, Hong Kong International Airport; Chun San Liu, Under Secretary for Transport and Logistics, Hong Kong SAR Government; and Victor Liu,Director-General of Civil Aviation, Hong Kong Civil Aviation Department (CAD)