Cathay Pacific pokes fun at its own spelling gaffe on its aircraft

Cathay Pacific has poked fun at a spelling mishap that occurred after the completion of a paint job on one of its aircraft. According to pictures circulating online, the letter "f" was missing from the words "Cathay Pacific", resulting in the final spelling being "Cathay Paciic".

In a Facebook post, the airline wrote "Breaking! Limited 777 makes an appearance. Oops, this special livery won't last long! She's going back to the shop!" The funny post garnered 232 comments, 711 shares and 3.4k reactions at the time of writing.

Several netizens commended Cathay Pacific's PR team for its swift response and for taking things in its stride by redirecting the attention using humour, rather than attempting to hide the error. Meanwhile, some also joked that a new corporate branding has been unveiled, while others commented that Typhoon Mangkhut had blown away the letter "f". Cathay Pacific is not the only one to have encountered a spelling mishap. Last month, the movie premiere for Crazy Rich Asians made headlines when images of the backdrop containing a misspelling of "Singapore" and "Passion Made Possible" circulated online.

Most recently, Cathay Pacific also inked a deal with Salesforce’s Marketing Cloud with an aim of focusing on three key areas: acquiring new customers, personalising all touch-points along the traveller’s journey and getting a complete 360-degree view of the members of its Marco Polo loyalty programme. Cathay Pacific said its digital transformation is led by a vision that recognises and caters to the evolving needs of its customers in order to increase its competitiveness in the airline industry.

“Expanding our relationship with Salesforce was a very easy decision to make. By adding Marketing Cloud, we enrich the understanding of our customers through enhanced engagement across channels and devices,” said Paul Loo, chief customer and commercial officer at Cathay Pacific. “The airline and travel industry is being disrupted, and we need to be ready for the customer of the future—the digital natives and those with a digitally-savvy mindset and accompanying expectations.”

“Customers today expect seamless and hyper-personalised experiences and their expectations are higher than ever. To stay competitive, airlines need to be able to leverage technology to meet and exceed these expectations,” said Mark Innes, GM and executive vice president, APAC at Salesforce.

Meanwhile, the airline has also parted ways with McCann Worldgroup after 25 years, by appointing Publicis Groupe to handle creative and media, in an agency roster that also includes VCCP. The review was conducted through the first half of this year with agency talents selected from Hong Kong, China, Singapore, Japan, India, Australia, the US and the UK.

Edward Bell, GM of brand, insights and marketing communication who joined last August, said the airline was impressed with the quality of thinking and passion for Cathay from all the agencies that participated in the review. “Among a very strong competitive set, both Publicis Groupe and VCCP stood out in terms of strategy, use of technology and disruptive mindset” he added.

The appointment came shortly after media reports emerged that Cathay Pacific is still trying to cut down expenses, with an overseas job restructure potentially affecting marketing, sales, cargo and airport-based operations.