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.
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.
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.
“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.”
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.
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.
“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”.
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.”
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.
“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.”
Cathay chose Canto to help the entire business access the content they need in a simple and efficient way.
Delivering more creative assets
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.”
“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.”
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.”
A streamlined workflow
Canto has condensed the work stream for the right people, making work more efficient across the board.
“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.”
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.
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.
“I think having our content at their fingertips definitely encourages people to be more proactive about using our assets for particular campaigns,” says Daniel.
Best of all, the team now has more content on hand, enabling them to spread the right message about Cathay.
“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.