We Know How. It’s a short statement, but one designed to demonstrate experience, expertise and a promise of fulfilment to customers. This was the message at Cathay Cargo’s brand launch back in 2023, and it was designed to cut through and extend the brand’s reach and recognition in the air cargo market.

“As someone looking in from a different part of the business before joining, you could really see that the team did a remarkable job in raising Cathay Cargo’s profile with We Know How,” says Director Cargo Dominic Perret.

This has certainly been the case in recent times with the videos that spotlighted the refreshed special shipment solutions, including Cathay Fresh and Cathay Live Animal, that demonstrated Cathay Cargo’s differentiation from other carriers. “These communications have strengthened our brand presence and consideration across the globe,” says Head of Cargo Marketing Ricardo Lo.

This is a measurable success, with Cathay Cargo eliciting greater consideration for purchase in markets where it is well known, and improved brand awareness in territories with greater competition. But there is more to be done, and a refreshed take on the We Know How brand message aims to do just that.

The campaign poses the question How on Earth do you ship a world of possibility? The answer is a resolute “We Know How” and draws on the stories of past shipments that Cathay Cargo has flown to both capture the imagination and act as real proof points for the brand. For example, notable stories this year have included shipping the largest-ever number of horses on one freighter for the Hong Kong International Horse Show, or being entrusted with priceless Egyptian antiquities and the iconic Terracotta Warriors.

The “How on Earth?” shipments, celebrate how Cathay Cargo makes the extraordinary possible in the range of shipments it carries while accommodating their often exacting requirements, and linking them to Cathay Cargo’s expertise, operational excellence and shipment solutions.

This We Know How collateral makes the connection between Sichuan caviar and a transatlantic rowing boat, both carried by Cathay Cargo

Each story is inspired by real shipments – big or small, fresh or fragile. For example, one of the questions posed in the video and other marketing materials is “How on Earth can things fly far beyond their range?” and features both honeybees that Cathay Cargo has flown to restock pollinators in the Americas, and a helicopter, which are often shipped on the main deck of the freighter across the globe – and far beyond the range of either.

“Every day, our teams solve shipment challenges that others might consider impossible,” says Lo. “This campaign celebrates that spirit of expertise and innovation that defines Cathay Cargo. We want our customers to know that ‘We Know How’ is not just about capabilities or network, it is about our can-do spirit, expertise and experience that enables us to solve any shipping challenge, no matter what it is, or where or when it’s needed.”

The campaign also demonstrates Cathay Cargo’s operational excellence, and the assurance that engenders customers’ trust. “Since joining, I’ve been taken by the level of confidence people have in our ability to customise and deliver shipments, whether they’re helicopters, racehorses or huge bits of mining equipment,” adds Perret. “I’m not aware of us ever saying ‘no’ to anything. No matter what challenge the team is given, they find the right solution, which enables us to keep our brand promise of delivering cargo that matters to the world.”

So whatever the world needs moved – no matter how far away or complex – Cathay Cargo’s message is still very much We Know How.