Cathay Pacific selects Cedar to refresh on-board magazines

Cathay Pacific Airways (Cathay Pacific), including wholly owned subsidiary Dragonair, has appointed Cedar to publish the airlines’ in-flight publications, such as Discovery and Discover the Shop in-flight sales magazine.

The contract also includes producing Discovery as a digital version; Cargo Clan, a quarterly publication promoting Cathay Pacific’s freight operation and Dragonair’s monthly in-flight magazine, Silkroad, together with the carrier’s quarterly in-flight sales magazine, Emporium. Both airlines plan a complete overhaul of their magazines and wider content proposition in partnership with Cedar.

“Discovery has been synonymous with the Cathay Pacific brand ever since it launched in 1970,” said Toby Smith, General Manager, Product at Cathay Pacific Airways. “So it’s only fitting that as the brand evolves, Discovery continues to evolve.

“It’s the first major refresh for several years. 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.”

“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,” commented Hannah Saunders, Managing Partner, Cedar Hong Kong. “This has been one of the most rigorous and demanding processes we have ever been through as an agency. The work produced by the Cedar, Cathay Pacific and Dragonair teams is radical, beautiful and very much rooted in a contemporary Asia aesthetic.”

The appointment sees Cedar set up an office in Hong Kong with a team of 30 staff to add to its global presence in London, Cape Town and Johannesburg.

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