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Cathay Pacific

Email Marketing, Corporate


Cathay Pacific is Hong Kong’s flagship carrier, offering scheduled passenger and cargo services to 177 destinations in 40 countries and territories countries across Asia, the Pacific, Europe, North America, the Middle East and Africa. Established in 1946 by Australian Sydney H. de Kantzow and American Roy C. Farrell, the international airline is a founding member of the oneworld® alliance and a sister company of Dragonair. To date, Cathay Pacific was recognized four times as “World’s Best Airline” in the annual Skytrax World Airline Awards – the only airline to achieve such a feat.


Cathay Pacific and Dragonair will be hosting a Chinese New Year dinner for their business associates, allied organisations and VIP clients in Australia. The affair will be held at The Century restaurant at Star City in Sydney. They needed an invitation as well as a letterhead design that can be used for other materials to promote the occasion.

The Website Marketing Group was commissioned to undertake the invitation and letterhead project. The challenge was not just to create a design that reflects the festivity of the event and creates a momentum for it, but also to ensure that the approach will be congruent with the latest and the largest brand initiative launched by Cathay Pacific. Their “Life Well Travelled” campaign sets a refreshed, more modern appeal for the airline and shines the spotlight on their more improved services that make travel more memorable and more meaningful.


The Website Marketing Group unveiled an invite that showcases understated and contemporary elegance, with a stylish and clever reimagined illustration for The Year of the Goat. The design pays homage to the modern Asian roots of Cathay Pacific, and offers warm greetings to its cosmopolitan clientele.

The revamped Cathay Pacific logo featuring the timeless brushwing icon that has been gently harmonised and set free from its box, crowns the entire invitation. It bears the “Life Well Travelled” slogan, instantly bringing to mind intelligent design, award-winning comfort and true Asian hospitality that Cathay Pacific has been providing for the last 70 years.

The invitational text was rendered in light, simple typography, providing fast and clear information and setting the tone for a night of celebration, long-time affiliations and new beginnings. It was set on a light rose background, which was ever so lightly dusted with gold speckles.

Underneath the text are the silhouettes of two goats facing each other, their horns creating sweeping curves across the page. The silhouettes are rendered in watercolour-like wash in the exquisite hues of red, pink, orange, emerald and sapphire. The overall effect is a radiant, majestic, and almost three-dimensional artwork.


The invitation and artwork were perfectly aligned with the brand direction that Cathay Pacific is taking, which is to simplify, clarify and beautify. Powerful, simple and tasteful, the invite perfectly encapsulated the theme of the evening of toasting the year that was and the year to come of personable service and pleasurable journeys by Cathay Pacific.

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