Branding pictures baffle Dragonair employees
Three mysterious branding-type photos are raising questions on whether the airline is moving to align its image with parent Cathay
A new image may be in the works for Dragonair, judging from three photographs that appear to herald a brand relaunch.
One of the pictures shows a model standing in front of a plane with the words "Cathay Dragon" emblazoned across it. Industry insiders say the images are part of a genuine effort to sort out the future relationship between Cathay Pacific and its wholly owned subsidiary.
The pictures have been circulating among Dragonair employees. The airline said: "The photos are not from us," but would not say if it had commissioned the photography.
When Cathay Pacific bought Dragonair for HK$8.22 billion in 2006, it said it would allow Dragonair to operate under its own brand for six years. The deadline passed last year.
One airline source said: "Dragonair is much better known in [mainland] China than Cathay Pacific, whereas in the rest of world it's the other way around, so there are reasons why maintaining the status quo makes sense."
Dragonair is much better known in China than Cathay Pacific, whereas in the rest of world it's the other way around, so there are reasons why maintaining the status quo makes sense
Michael Wong Kai-wo, chairman of the 1,200-strong Dragon Airlines Flight Attendants Association, said his colleagues found the images on a website in December.