LONDON, UK — Publicis London and Cathay have unveiled a new campaign to celebrate the premium travel lifestyle brand’s partnership with LW Theatres. The creative proposition, the magic that starts when you take a seat, aims to demonstrate that flying with Cathay Pacific is as much of a memorable experience as a night at the theater. The approach draws parallels between the premium experience passengers enjoy aboard Cathay Pacific flights and the atmosphere of an LW Theatre.
Rolling out this month, the work will run across five of LW Theatres’ world-famous venues in Central London including The London Palladium, Gillian Lynne Theatre, Adelphi Theatre, Cambridge Theatre, and His Majesty’s Theatre. The creative is designed to authentically match and enhance the unique interior of each venue, with bespoke installations celebrating each theatre’s iconic and distinct identity.
At the Gillian Lynne Theatre, for instance, the creative is displayed along the escalator, transforming the ascent or descent into a visual journey through Cathay Pacific’s destinations, featuring stunning landscapes and cityscapes. His Majesty’s Theatre, home of Andrew Lloyd Webber’s The Phantom of the Opera since 1986, features columns wrapped with hero images, complemented by ornate, oil painting-style frames strategically placed around the venue, evoking the theatre’s royal interiors and reflecting Cathay’s premium travel experience.
As part of this partnership, Cathay has also introduced the Cathay Suite within The London Palladium. Publicis London and Solarflare Studios collaborated on a special installation in the suite, featuring a 3D rendering of London displayed on LED screens in the windows. Initially showing a live feed of the outside street, the screens simulate the sensation of taking off and landing in various Cathay Pacific destinations, such as Hong Kong, Sydney, and Tokyo, making visitors feel as though they’ve been transported across the world.
The campaign has been created by Publicis London with production managed by Prodigious and creative technology and installation support provided by Solarflare Studio and SMP.
Noel Bunting, Chief Creative Officer at Publicis London, said: “To create truly bespoke and immersive creative across five venues is truly no mean feat. And to do it well is even more challenging but this is a masterclass for all teams involved. Together, we have truly made every moment – whether in the air or at the theater – extraordinary. Talk about an opportunity to literally ‘Move the World.’”
Lisa Delaney, Regional Head of Marketing and Lifestyle at Cathay, added: “The creative key visuals featuring theatrical characters with our aircraft, Business Class, lounge, and inflight entertainment merge the two worlds of theatre and travel. The process of then incorporating these hero visuals into the unique theatre environments in a way that is authentic to each individual venue has been a great achievement accomplished by working closely with LW Theatres and Publicis.”
Credits:
Publicis London
CCO: Noel Bunting
CD: Tom Dixon
Head of Strategy: Katie Hibbard
Account Director: Guergana Stoytcheva
Design: Michael Damasco
Design: Ere Lozano
Creative Technologist: Kurt Strong
Prodigious UK
Head of Client Services: Suni Khan
Production Account Director: Sarah Roberts
Acting Head of Art Production: Rachel Wickham
Studio Manager: Steve McFarlane
Print Production Manager: Lucinda Westwood
Senior Creator: Damian Wilk
Senior Creative Retoucher: Gareth Ling
Junior Art Producer: Farah Ikhlas
Creative Senior Producer: Katie Luong
Head of Retouching: Kirsten Howe
Creative Retoucher: Danny Kerley
Senior Producer: Dawn Moretti
1st AD/ Producer: Dave Treagust
Photographer: Sam Wright
Senior Creator: Damian Wilk (Gillian Lynne Escalator Install, Lynne Windows,The London Palladium)
Photographer: Henry Knock (Adelphi Bar)
Creative Technology Partner: Solarflare Studio
Print and Install Partners: SMP
