On January 28, Cathay Pacific announced that DragonAir will cease to exist, instead the sister airline to Cathay Pacific will be re-branded as Cathay Dragon.
In a press release, Cathay Pacific’s Chief Executive Ivan Chu said: “We are very proud of what we have achieved together. Cathay Dragon is a brand that will be recognisably part of the Cathay Pacific Group for our customers from different parts of the world. The rebranding will enable us to capture the fast-growing passenger flows across the two carriers by creating a more seamless travel experience. “
He continued: “We are building on what is a true Hong Kong success story that has made our city a leading international aviation hub and gateway to and from Mainland China markets. This rebranding will sharpen our competitive edge by offering an attractive Cathay-led brand package that carries the assurance of a consistently high-quality customer experience.”
However, the airline also announced the two airlines won’t be merged, but will instead be continuing to operate as two separate carriers, with just the name and brand changing rather than the operation. Cathay Dragon has adopted the new livery design of Cathay Pacific, whilst turning the blue and green areas to red.
“We see this a real Hong Kong success story, and we aim to ensure the success continues. Through this rebranding, we will make it much clearer to customers that they are flying on a member of the Cathay Pacific Group, and we have created a new look for Cathay Dragon that clearly identifies it as a Group airline.”
Ivan went on to say: “There are two main reasons behind this rebranding, the first being a desire to capitalise on Cathay Pacific’s strong international brand recognition. The second driver is to leverage on Cathay Dragon’s unique connectivity into Mainland China.” It’s fair to expect little difference to the cabin products, as there is already a strong synergy between the two carriers.
Chief Executive Officer Algernon Yau said: “We can assure our customers that Cathay Dragon will continue to provide the same high level of products and services that made us a four-time winner of the World’s Best Regional Airline award. We will have the same dedicated team continuing to offer their friendly and caring service style. We will also continue to build on our experience and understanding of what our passengers like and treasure, such as speciality Chinese and Asian dishes as well as popular local Hong Kong snacks.”
My own thoughts are that it sounded better as DragonAir. The Cathay Dragon doesn't really have a kick to it, and doesn't come across as a catchy name (whereas Cathay Pacific is). Many observers have also commented that the new branding has a striking resemblance to the branding of Turkish Airlines, Swiss and Qantas Airways.
Introducing Cathay Dragon - The Video
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