Follow Cedar

You're signed up! Thanks – you'll receive our next email newsletter

Cathay Pacific | The Journey

A modern internal communications magazine for the now

An internal magazine for an airline on the move

In 2017, Cedar was asked to reimagine Cathay Pacific’s long-standing employee magazine, CX World. At this time, the airline was undergoing a transformation programme and in the middle of a difficult period for the business – and the challenge was to find a refreshed way to communicate with their employees, keep them abreast of the industry landscape and help them understand the spirit underpinning the company’s new direction. The new title would have many objectives: to celebrate individual successes, raise morale, and shine a spotlight on the company’s sustainability efforts.

Redesigned, reimagined, reinvigorated

We proposed a new, thoughtfully designed monthly title, The Journey. Its five-section structure brought together the many facets of Cathay Pacific: News & Insight, Features, People, Cathay Life, and Travel. In a single publication, The Journey was able to touch upon the vast breadth of the Cathay Pacific world, all the while bringing to the fore insightful, analytical and people-led stories.

The Journey also worked alongside The Hub, Cathay Pacific’s new corporate intranet, to provide a print and digital solution to the brand’s internal communications.

The whole Cathay world in one place

The Journey aimed to provide something for all Cathay Pacific people.

The first half of the magazine focused on the business. The magazine opened with an emphasis on analysis to explain the business context the airline was facing. News followed, with a focus on objectivity and external analysis, which then led into keynote interview features with the airline’s senior decision-makers.

Then there was a ‘big read’ section that looked for parallels with other sectors undergoing change, as well as people-led feature stories about the airline, past, present and future.

The second half of The Journey focused on Cathay Pacific’s staff, ranging from workplace insights to people’s life outside of work – finishing with a section that celebrated a shared passion, travel, with user-generated pictures and itineraries from the airline’s global team.

‘Cedar was able to reimagine our existing title with a new design and feel that dovetailed with both a revamp within internal comms, including a new digital intranet, and a wider business transformation. The Cedar team brought a great deal of professionalism and in-depth aviation knowledge to The Journey, which helped our readers to really get to know our business, our people and our challenges at a crucial time.’
Carly Nankin, Head of Internal Comms and Engagement, Cathay Pacific
Back to menu

Get in touch

Our new business team will help with any queries

Thanks for your message

We'll get back to you as soon as we can