One of the secrets behind the brand ‘Singapore Airline’ is the creation of the ‘Singapore Girl’. They understand the simple fact that brand without face is useless, and that people love to connect with people, not logos. Therefore, they created a ‘caring, cheerful’ Singapore Girl to connect with their customers.

Cathay Pacific recently launch their micro-site: Showcasing it’s people. Like Singapore Airlines, they are bringing the people behind the brand closer to people. On the people site,not only are you able to learn more about the customer facing staff (Pursers, Customer Service officers) but also people behind the scene (cargo handlers and aircraft dispatchers).

The interactive site start by having people “flying around”, encouraging you to click on them (I chose the pretty ones). Once you click on a picture, you will encounter two photos and a bio. The photos include one taken in black-and-white, one in non-Cathay attire, and the bio is written in 1st person. The bios were also crafted in a way most people can relate to, for example: “I was a Primary school tutor before I joined Cathay Pacific – may be that’s where I learnt to be patient,” help to strengthen the connection.

I believe Cathay Pacific is heading towards the right direction. Today, most brands have learnt that consumers aren’t interested in talking to logos, but people representing that logo and Cathay Pacific make sure they do just that.

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