· Jane Doe · Business Crisis · 2 min read
When a Name Spells Trouble – The Cathay Pacific Misspelling
What can a typo teach us about brand storytelling? We explore Cathay Pacific’s “Cathay Paciic” gaffe and how to laugh, learn, and lead through mistakes.
“To err is human. To own it is leadership.”
The Incident
In September 2018, eagle-eyed travelers at Hong Kong International Airport spotted a new Cathay Pacific jet with a glaring typo: “Cathay Paciic.” The missing “F” on the plane’s livery became a viral sensation, with social media users poking fun and industry insiders questioning how such an error could slip through.
The Storytelling Challenge
This could have been a story of embarrassment and shame. But Cathay Pacific chose a different arc—one of humility and humor.
Turning a Gaffe into a Bond
1. Embrace the Mistake
Cathay’s social media team tweeted:
“Oops this special livery won’t last long! She’s going back to the shop!”
By laughing with the public, not at them, Cathay turned a potential PR disaster into a moment of connection.
2. Humanize the Brand
People make mistakes; so do companies. Sharing the behind-the-scenes of how errors happen—and how they’re fixed—makes a brand feel more approachable and trustworthy.
3. Show the Fix
Quickly correcting the error, and being transparent about the process, reassures the audience that attention to detail matters.
Example: A Story to Remember
Rather than hiding, Cathay leaned in. The story became less about a missing “F” and more about a company willing to own its humanity.
Business Wisdom
Every brand will face a public mistake. The best response is to treat it as a story:
- Admit the error
- Engage with humility
- Fix it with transparency
- Leave the audience smiling
A little self-deprecating humor can go a long way in building lasting trust.
Next up: Turbulence and Trust – The Story of Singapore Airlines Flight 321
