[{"data":1,"prerenderedAt":54},["ShallowReactive",2],{"i-material-symbols:language":3,"i-material-symbols:person":8,"i-mdi:instagram":10,"i-mdi:youtube":12,"i-ri:linkedin-fill":14,"i-ri:twitter-x-line":16,"i-ri:facebook-fill":18,"customer-cathay-pacific":20},{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":7},0,24,false,"\u003Cpath fill=\"currentColor\" d=\"M8.125 21.213q-1.825-.788-3.187-2.15t-2.15-3.188T2 11.988t.788-3.875t2.15-3.175t3.187-2.15T12.013 2t3.875.788t3.175 2.15t2.15 3.175t.787 3.875t-.787 3.887t-2.15 3.188t-3.175 2.15t-3.875.787t-3.888-.787M12 19.95q.65-.9 1.125-1.875T13.9 16h-3.8q.3 1.1.775 2.075T12 19.95m-2.6-.4q-.45-.825-.787-1.713T8.05 16H5.1q.725 1.25 1.813 2.175T9.4 19.55m5.2 0q1.4-.45 2.488-1.375T18.9 16h-2.95q-.225.95-.562 1.838T14.6 19.55M4.25 14h3.4q-.075-.5-.112-.987T7.5 12t.038-1.012T7.65 10h-3.4q-.125.5-.187.988T4 12t.063 1.013t.187.987m5.4 0h4.7q.075-.5.113-.987T14.5 12t-.038-1.012T14.35 10h-4.7q-.075.5-.112.988T9.5 12t.038 1.013t.112.987m6.7 0h3.4q.125-.5.188-.987T20 12t-.062-1.012T19.75 10h-3.4q.075.5.113.988T16.5 12t-.038 1.013t-.112.987m-.4-6h2.95q-.725-1.25-1.812-2.175T14.6 4.45q.45.825.788 1.713T15.95 8M10.1 8h3.8q-.3-1.1-.775-2.075T12 4.05q-.65.9-1.125 1.875T10.1 8m-5 0h2.95q.225-.95.563-1.838T9.4 4.45Q8 4.9 6.912 5.825T5.1 8\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":9},"\u003Cpath fill=\"currentColor\" d=\"M9.175 10.825Q8 9.65 8 8t1.175-2.825T12 4t2.825 1.175T16 8t-1.175 2.825T12 12t-2.825-1.175M4 20v-2.8q0-.85.438-1.562T5.6 14.55q1.55-.775 3.15-1.162T12 13t3.25.388t3.15 1.162q.725.375 1.163 1.088T20 17.2V20z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":11},"\u003Cpath fill=\"currentColor\" d=\"M7.8 2h8.4C19.4 2 22 4.6 22 7.8v8.4a5.8 5.8 0 0 1-5.8 5.8H7.8C4.6 22 2 19.4 2 16.2V7.8A5.8 5.8 0 0 1 7.8 2m-.2 2A3.6 3.6 0 0 0 4 7.6v8.8C4 18.39 5.61 20 7.6 20h8.8a3.6 3.6 0 0 0 3.6-3.6V7.6C20 5.61 18.39 4 16.4 4zm9.65 1.5a1.25 1.25 0 0 1 1.25 1.25A1.25 1.25 0 0 1 17.25 8A1.25 1.25 0 0 1 16 6.75a1.25 1.25 0 0 1 1.25-1.25M12 7a5 5 0 0 1 5 5a5 5 0 0 1-5 5a5 5 0 0 1-5-5a5 5 0 0 1 5-5m0 2a3 3 0 0 0-3 3a3 3 0 0 0 3 3a3 3 0 0 0 3-3a3 3 0 0 0-3-3\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":13},"\u003Cpath fill=\"currentColor\" d=\"m10 15l5.19-3L10 9zm11.56-7.83c.13.47.22 1.1.28 1.9c.07.8.1 1.49.1 2.09L22 12c0 2.19-.16 3.8-.44 4.83c-.25.9-.83 1.48-1.73 1.73c-.47.13-1.33.22-2.65.28c-1.3.07-2.49.1-3.59.1L12 19c-4.19 0-6.8-.16-7.83-.44c-.9-.25-1.48-.83-1.73-1.73c-.13-.47-.22-1.1-.28-1.9c-.07-.8-.1-1.49-.1-2.09L2 12c0-2.19.16-3.8.44-4.83c.25-.9.83-1.48 1.73-1.73c.47-.13 1.33-.22 2.65-.28c1.3-.07 2.49-.1 3.59-.1L12 5c4.19 0 6.8.16 7.83.44c.9.25 1.48.83 1.73 1.73\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":15},"\u003Cpath fill=\"currentColor\" d=\"M6.94 5a2 2 0 1 1-4-.002a2 2 0 0 1 4 .002M7 8.48H3V21h4zm6.32 0H9.34V21h3.94v-6.57c0-3.66 4.77-4 4.77 0V21H22v-7.93c0-6.17-7.06-5.94-8.72-2.91z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":17},"\u003Cpath fill=\"currentColor\" d=\"M10.488 14.651L15.25 21h7l-7.858-10.478L20.93 3h-2.65l-5.117 5.886L8.75 3h-7l7.51 10.015L2.32 21h2.65zM16.25 19L5.75 5h2l10.5 14z\"\u002F>",{"left":4,"top":4,"width":5,"height":5,"rotate":4,"vFlip":6,"hFlip":6,"body":19},"\u003Cpath fill=\"currentColor\" d=\"M14 13.5h2.5l1-4H14v-2c0-1.03 0-2 2-2h1.5V2.14c-.326-.043-1.557-.14-2.857-.14C11.928 2 10 3.657 10 6.7v2.8H7v4h3V22h4z\"\u002F>",{"postType":21,"id":22,"date":23,"modified":24,"title":25,"readingTime":26,"slug":27,"seoTitle":28,"seoDescription":29,"content":30,"industry":31,"featuredImage":32,"video":38,"info":41},"customer",67258,"2020-02-21T07:55:06","2025-01-10T16:48:10","Cathay Pacific elevates global brand by insourcing content management with Canto",5,"cathay-pacific","Cathay Pacific elevates global brand with DAM","Cathay takes charge of the company’s asset management by providing a centralized one-stop shop for all digital assets to promote their world-class brand.","\u003Cp class=\"wp-block-paragraph\">Cathay Pacific delivers a travel experience that consistently ranks among the world’s best. The company places great emphasis on upholding its brand standard, ensuring the cohesive and consistent use of its imagery and videos. But with over 20,000 staff, as well as multiple external partners, the company wanted an easier and more effective way to manage and share its content.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Cathay’s Assistant Media Production Manager, Daniel Edwards, works in the Brand team at their head office in Hong Kong, helping to deliver in-house-produced creative content to the wider company and external parties.\u003C\u002Fp>\u003Ccto-goal-result locale=\"en\" goal=\"Take charge of the company’s asset management by providing a one-stop shop for all Cathay assets and make them available to key stakeholders across the business.\" result=\"It's easier for Cathay to create and share meaningful assets that promote a world-class brand and reach more customers.\">\u003C\u002Fcto-goal-result>\u003Ch2 class=\"wp-block-heading\">Goal: Managing an influx of in-house creative content\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Inspired by its dynamic Hong Kong home and the Asia-Pacific region, Cathay Pacific brings modern, forward-thinking attitudes and ideas to its customers in a simple way: using technology to make its customers’ journeys and experiences easier and more enjoyable.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“As a full-service carrier, we’re always looking to identify how we can improve the experiences we offer,” Daniel says. “This drive to improve our products and services extends from how we treat our customers all the way across to our internal stakeholders. We wanted to find a way to improve upon our previous digital asset management system and deliver a better and more efficient user experience for our colleagues.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">When Cathay brought their content creation in-house, the company began to produce a lot more content. It made sense to bring their content governance in-house, too.\u003C\u002Fp>\u003Cfigure class=\"wp-block-image aligncenter\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"700\" height=\"513\" src=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19192543\u002FScreenshot-2020-02-18-at-10.13.12.png\" alt=\"cathay flight attendant on-board\" class=\"wp-image-40821\" srcset=\"\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19192543\u002FScreenshot-2020-02-18-at-10.13.12.png 700w, \u002Fcdn\u002Fen\u002F2020\u002F02\u002F19192543\u002FScreenshot-2020-02-18-at-10.13.12-450x330.png 450w\" \u002F>\u003C\u002Ffigure>\u003Cp class=\"wp-block-paragraph\">Daniel wanted to take charge of the company’s asset management by providing a one-stop shop for all their assets and making them available to key stakeholders across the business.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“Essentially, what we’re doing is trying to insource and share more,” Daniel says. “One of the key benefits of having an in-house team is that we can respond to briefs a lot more quickly, making us agile and more productive and resulting in a lot more content-sharing”.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">With their team continuously taking large quantities of photographs and videos, there was a greater need for housing all this content. “We were looking for a more streamlined approach to uploading, managing, and sharing,” Daniel says. “Prior to Canto, we relied on our agency to upload and manage our content. It made more sense to bring this in house.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Cathay looked at other solutions but decided on Canto because it was user-friendly and empowered users with greater flexibility to configure the assets to their needs.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“Many of the other DAM solutions we looked at had a million and one functions, but beyond having tools at our disposal, we wanted a platform that is intuitive to use and easy to manage. Regardless of whether the end-user is working in marketing or engineering, the solution needed to be something we could roll out without extensive training.”\u003C\u002Fp>\u003Ch2 class=\"wp-block-heading\">Enter Canto: Empowering a team with more assets on hand\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">Cathay chose Canto to help the entire business access the content they need in a simple and efficient way.\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">Delivering more creative assets\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Cathay promotes their brand through different marketing campaigns and initiatives. In order to successfully accomplish this, they need the right kind of creative assets in their media library to use for their various projects. As Daniel points out, “Now that we have an in-house team, we’re able to create and host a lot more content.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“One of the great features of Canto is the ability to draw upon the insights panel to assess the download behavior of our colleagues. It helps us decipher what content is performing well versus not so well, and really assists us in our content plans for the year ahead.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">In addition to hosting and sharing more, there has been an uptake in the use of assets available. “Having tools such as cropping, compressing and the ability to share links incorporated into the platform has certainly made life easier for our colleagues to get assets in a suitable format for their end-use.”\u003C\u002Fp>\u003Ch3 class=\"wp-block-heading\">A streamlined workflow\u003C\u002Fh3>\u003Cp class=\"wp-block-paragraph\">Canto has condensed the work stream for the right people, making work more efficient across the board.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“We were looking for more of a streamlined approach to uploading, managing, and sharing,” Daniel says. “Effectively, even if it was something we produced in-house, we would still have to share that particular photo with the advertising agency and they would have to relabel the file and upload it to this DAM. Now, we can manage that ourselves in-house.”\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">It’s clear that the insourcing has paid off for Cathay, particularly when it comes to the ability to create more assets for customers. This ultimately allows them to promote their brand to consumers.\u003C\u002Fp>\u003Ccto-testimonial company=\"Cathay Pacific\" author=\"Daniel Edwards\" position=\"Assistant Media Production Manager\" img>We were looking for more of a streamlined approach to uploading, managing, and sharing. Effectively, even if it was something we produced in-house, we would still have to share that particular photo with the advertising agency and they would have to relabel the file and upload it to this DAM. Now, we can manage that ourselves in-house.\u003C\u002Fcto-testimonial>\u003Ch2 class=\"wp-block-heading\">Results: Sharing better assets to elevate a global brand\u003C\u002Fh2>\u003Cp class=\"wp-block-paragraph\">With Canto, it’s easier for the Cathay team to create and share meaningful assets that promote their world-class brand and reach more customers.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“I think having our content at their fingertips definitely encourages people to be more proactive about using our assets for particular campaigns,” says Daniel.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">Best of all, the team now has more content on hand, enabling them to spread the right message about Cathay.\u003C\u002Fp>\u003Cp class=\"wp-block-paragraph\">“On a lot of levels, it’s allowed people on an individual basis and also other departments to be able to produce more work and have a better selection of assets to work with,” says Daniel.\u003C\u002Fp>","travel",{"url":33,"url_md":34,"alt":35,"height":36,"width":37},"https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F10164800\u002FCathay-Pacific-1.jpg","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F10164800\u002FCathay-Pacific-1-450x246.jpg","Cathay Pacific header image in blue showing a Cathay Pacific airplane.",655,1200,{"vId":39,"padding":40},"","56.25",{"headquarters":42,"website":43,"logo":44,"industryObj":45,"productsUsed":48,"company":53,"shortTitle":25},"Hong Kong","https:\u002F\u002Fwww.cathaypacific.com","https:\u002F\u002Fwww.canto.com\u002Fcdn\u002Fen\u002F2020\u002F02\u002F19192544\u002FScreenshot-2020-02-18-at-09.45.39.png",{"title":46,"filterUrl":47},"Travel & Hospitality","\u002Fcustomers\u002Findustry\u002Ftravel\u002F",[49],{"title":50,"url":51,"key":52},"Canto DAM","\u002Fproduct\u002Fcanto-dam\u002F","canto-dam","Cathay Pacific",1787570688564]