August 12, 2024 --
The new song deepens Cathay’s emotional connection with customers and extends its purpose to move people forward in life
Friday, August 9, 2024 Cathay is excited to announce the launch of its new sonic branding, Song of Cathay — an uplifting, inspirational and journey-like musical composition designed to forge deeper ties with customers and create an auditory expression of its purpose to move people forward in life.
Adding a new dimension to Cathay’s already established brand identity, Song of Cathay draws inspiration from its heritage as a leading airline and travel brand. The musical composition, instrumentation and arrangements come together to captivate customers by evoking fond memories of travel, capturing the spirit of adventure, and exuding the warm sense of hospitality that embodies every journey flown with Cathay Pacific.
Customers can experience the new soundtrack designed by sonic branding agency Sixième Son through a wide range of touchpoints. Song of Cathay will be progressively rolled out and played in Cathay Pacific’s lounges and aircraft, in the Cathay Shop at Cityplaza, and on Cathay’s mobile apps, global contact centre hotlines and Spotify playlists, creating a holistic brand experience whenever customers engage with Cathay.
To celebrate the launch, Cathay collaborated with the Asian Youth Orchestra to bring Song of Cathay to life. The orchestra recorded the new sonic identity at its Rehearsal Camp in Tianjin last month and debuted it during its concert “Celebrating 34 Years of Excellence” at Hong Kong City Hall on 3 August as part of its Asian Concert Tour. Cathay has long been a supporter of youth development, arts and culture in Hong Kong, and has been a sponsor of the Asian Youth Orchestra since its inception in 1990.
In brief
Cathay has introduced “Song of Cathay,” a musical identity intended to express the airline and travel brand’s purpose of moving people forward, the company says. Created with sonic branding agency Sixième Son, the composition will be introduced across customer channels, including Cathay Pacific lounges and aircraft, the Cathay Shop at Cityplaza, mobile apps, contact centre hotlines and Spotify playlists. The Asian Youth Orchestra recorded the piece in Tianjin and performed it at Hong Kong City Hall on August 3 during its Asian Concert Tour. Cathay says the music builds on its brand identity and reflects its connection to travel, hospitality and its support for youth, arts and culture in Hong Kong. The company plans to roll out the soundtrack progressively.
Key takeaways
- Cathay launched “Song of Cathay,” a new musical identity developed with sonic branding agency Sixième Son.
- The composition is set to appear across Cathay Pacific lounges and aircraft, apps, hotlines and other customer touchpoints.
- The Asian Youth Orchestra recorded the music in Tianjin and performed it at Hong Kong City Hall on August 3.
- Cathay describes the piece as an expression of its purpose and its support for youth, arts and culture in Hong Kong.
Cathay Group Chief Customer and Commercial Officer Lavinia Lau said: “It has always been our mission to connect and move people forward in life through the Cathay experience. Song of Cathay is an audio representation of not just who we are as a brand, but also the journey we have been on and are moving towards. Our longstanding support for Hong Kong’s development of youth, arts and culture is also vividly captured in the tune, which seeks to inspire communities, ignite creativity and add to the vibrant fabric of our city.”
Cathay General Manager of Brand, Insights and Marketing Communications Edward Bell said: “Music is a unifying language that brings people together by transcending cultures and boundaries. We have put a great deal of thought and effort into bringing our sonic branding vision to life, and we hope this distinct tune will strike a resonant chord with our customers from all around the world, forming a new and crucial component of the Cathay identity while building upon our ‘Move Beyond’ spirit.”
Sixieme Son Global Managing Director Laurent Cochini said: “With this sonic identity, Cathay conjures an extraordinarily imaginary world and the promise of a beautiful journey. Song of Cathay is a poetic burst that embraces the brand's strong roots and international vocation, conveying its leadership, expertise, passion, and commitment. Conceived as a timeless waltz, the piece is a musical odyssey that tells the brand’s ambition to move people emotionally and forward.”
To listen to Song of Cathay as well as the creation process, please visit Cathay’s website: https://www.cathaypacific.com/cx/en_HK/about-us/cathay-stories.html
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Questions around this news
What is sonic branding?
Sonic branding is the use of distinctive sounds or music to help an organization express its identity and be recognized. It can include a short audio logo, a longer musical composition, or coordinated sound used across places where people interact with a brand, such as apps, customer-service calls, venues and media.
Where will the new musical identity be played?
The release says the composition will be introduced progressively across several customer settings. Planned locations include airline lounges and aircraft, the Cathay Shop at Cityplaza, mobile apps, contact-centre phone lines and Spotify playlists. The release also points readers to the company website to hear the music and learn about how it was created.
Who created and performed the new sonic identity?
The release identifies sonic branding agency Sixième Son as the designer of the composition. The Asian Youth Orchestra recorded it at its rehearsal camp in Tianjin and performed it publicly at a concert at Hong Kong City Hall on 3 August, during the orchestra’s Asian Concert Tour.
How can music contribute to a brand identity?
Music can give an organization an audio element that complements its visual identity and helps shape how people experience it. A consistent composition used in different settings may create familiarity and convey qualities such as warmth, energy or formality, while its effect can vary across audiences and contexts.
Earlier from Cathay
- DB Schenker signs record-breaking commitment to Cathay’s Corporate SAF Programme
- Cathay and Singapore Airlines to collaborate on sustainability initiatives
- Create the perfect adventure with Cathay Holidays, a one-stop travel hub for premium experiences
- Cathay welcomes Olympic medallist Siobhan Haughey as its new brand ambassador
- Cathay marks a year of solid progress in its pursuit of sustainability leadership
