Dr Mumbo

Cathay Pacific: When a branding fail turns into PR gold – thanks to a media bandwagon

Cathay Pacific seems to be making hay while the sun shines on the back of a branding screw-up, which looks like it will lead to many free column inches for the airline.

Dr Mumbo too admits he is not immune to jumping on the media bandwagon that is no doubt coming down the line on the back of what amounts to a spelling error.

Here’s why readers:

Yes, the Hong Kong carrier got its letters mixed up when painting the livery on a Boeing 777-367. However, the company’s social media team decided to own the moment.

A lesson in how to turn a branding failure into public relations gold. Us journalists really are a sad bunch, aren’t we?


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