Hong Kong – Cathay Cargo has unveiled its latest brand campaign created by Leo Hong Kong, highlighting its expertise in handling the world’s most complex, urgent, and valuable shipments.
Titled ‘How on Earth’, the campaign builds on the 2023 “We Know How” platform, continuing the narrative from what Cathay Cargo knows to what’s next, and showcasing how the airline makes the extraordinary possible every day.
The campaign features stories drawn from real shipments in Cathay Cargo’s history, ranging from the largest consignments to the most delicate items, while also looking ahead to future challenges. With an unconventional approach to B2B marketing, it links the company’s specialist solutions to an emotional core, supported by a targeted global content strategy.
João Braga, global executive creative director at Publicis Groupe Hong Kong, shared, “The beauty of this idea lies in its simplicity and ambition. ‘How on Earth’ invites the world to imagine the most extraordinary shipping challenges – and positions Cathay Cargo as the partner that can make them happen.”
Set to run across digital and social channels worldwide, the campaign targets shippers, freight forwarders, and business partners who rely on precision, reliability, and trust for every shipment.
Edward Bell, general manager, brand, insights, and marketing communications at Cathay, said, “How on Earth” is more than a question – it’s a reminder of how our people combine teamwork, expertise, and passion to solve challenges that others might consider impossible. Every day, that can-do spirit moves the world’s most extraordinary shipments. This campaign celebrates the expertise and innovation that define Cathay Cargo. Whatever the world needs moved – no matter how far, how complex, or how precious – we know how.”
