Cathay announces new sonic branding via “Song of Cathay”

The Cathay Group announced the launch of its new sonic branding, Song of Cathay, an anthemic piece inspired by the airline’s rich heritage.

The anthemic piece is an uplifting, inspirational and journey-like musical composition designed to forge deeper ties with customers. The Song of Cathay also means to create an auditory expression of its purpose to move people forward in life.

Inspired by heritage

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.

A wide-ranging experience

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. ​

Collaborating for a celebration

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.