We fly Cargo

Don’t just tell people about your differentiators.

Show them.

The folks at Cathay Cargo got the assignment 👇

Think about it.

If you have cargo you need shipped. What do you care about most?

Making sure it arrives on time.

So, instead of showing a generic picture of a flight crew or a picturesque image of a plane…

They show a real image of one of their planes landing in thick fog and poor weather conditions.

The first line in their ad:

“We fly cargo - rain, shine, or through thick fog.”

I’m sold.

#productmarketing #positioning