Cathay Pacific has announced a partnership with Lloyd Webber Theatres, the West End theatre group that operates London institutions including His Majesty’s Theatre, Theatre Royal Drury Lane and The London Palladium.
Starting from 13 June, 2024, Cathay customers will be able to gain access to the new Cathay lounge at the London Palladium theatre.
The cosy room offers theatre-goers a VIP space to relax before the show, with a private bar and restroom facilities, plus personal service from the Palladium’s Red Coats. It has been designed to emulate the calming design of the airline’s flagship lounges, with dark sage walls and premium leather sofas.
Three fun digital windows offer changing scenes – one minute you’re watching a live stream of the streets outside and the next you’re enjoying aerial views of destinations on the Cathay network, soaring over Tokyo before flying over Hong Kong at night.
Cathay members will also be able to enjoy exclusive VIP experiences, including backstage tours and private dinners at theatres.
To access the Cathay lounge at the London Palladium, Cathay members will need to book tickets directly through the LW Theatres website.
Members will also soon be able to use their Asia Miles on select theatre tickets, which will be available to redeem through the Cathay Shop.
This is the airline’s first brand partnership and sponsorship outside of Hong Kong and is an example of Cathay’s venture into the lifestyle sphere. The Hong Kong-based airline has recently begun marketing itself as Cathay, a lifestyle brand – not just an airline.
Speaking at the launch, Kinto Chan, regional general manager of Europe for Cathay, said: “It might seem strange to associate an airline with a theatre. But at Cathay, it’s our mission to help connect people to places, people and experiences that mean something and enrich their life. This is how we believe we can help people move forward in life.
“Our teams began to think: why do we want to limit ourselves to the air, when we have so many other ways of bringing new experiences to people? Covid had a lot to do with that way of thinking, as people could no longer fly.
“Our goal is to bring wonderful experiences to our customers and elevate their everyday – and what’s better than taking them to the theatre. Quality productions in majestic surroundings – that experience is phenomenal. That explains why Cathay has teamed up with our esteemed parter the Lloyd Webber Theatres, and we’re very proud and excited to bring this experiences to our customers.”