Cathay Pacific names new content partner in Hong Kong

After years of working with Bauer Media in Hong Kong, Cathay Pacific has named Cedar as its content marketing partner to oversee its stable of print and digital publications.

Under the partnership, Omnicom-owned Cedar will relaunch Cathay's monthly inflight magazine Discovery, along with the digital version; the quarterly Discover the Shop inflight sales magazine; and Cargo Clan, a quarterly publication promoting the airline’s freight operation.

UK-based Cedar has opened an office in Hong Kong with a team of 30 staff to add to its global presence in London, Cape Town and Johannesburg.

Cedar has also been appointed to handle Dragonair’s monthly inflight magazine, Silkroad, and the quarterly inflight sales magazine, Emporium.

Both airlines plan a complete overhaul of their magazines and wider content proposition in partnership with Cedar.

Toby Smith, general manager, product at Cathay Pacific Airways, said Discovery has been synonymous with the Cathay Pacific brand ever since it launched in 1970.

"So it’s only fitting that as the brand evolves, Discovery continues to evolve," he said.

"Cedar showed us a vision for truly curated content across all platforms along with a fresh image and visual identity for Discovery, Silkroad and the other titles. Our brand ethos – the Life Well Travelled – is behind every idea, word and image”.

Hannah Saunders, managing partner, Cedar Hong Kong, said, “Our work with Cathay Pacific and Dragonair will reach over 2.6 million people a month. We are delighted to be given the opportunity to deliver an upgraded content experience more in line with the unrivalled customer service experience passengers enjoy when flying with Cathay Pacific and Dragonair.”

“This has been one of the most rigorous and demanding processes we have ever been through as an agency. That’s exactly what you’d expect from these world-beating airlines. The work produced by the Cedar, Cathay Pacific and Dragonair teams is radical, beautiful and very much rooted in a contemporary Asia aesthetic. We can’t wait to unveil it!”.