Today, Cathay announces an industry-defining entertainment partnership with West End theatre group, LW Theatres. The premium travel lifestyle brand has become the first Official Airline Partner for the theatre group.
The Hong Kong home carrier’s investment in UK theatre is one of the most significant in West End history. It will see Cathay having a presence across all six of LW Theatres’ world-famous venues in Central London including His Majesty’s Theatre, Theatre Royal Drury Lane and The London Palladium and will help the theatre group to continue its commitment to reinvest all profits into the conservation and development of its iconic venues, alongside ongoing customer-first innovation initiatives.
New customer experiences are at the heart of the partnership, centred around the launch of the Cathay Lounge at The London Palladium. The relaxing and luxurious space emulates the feeling of the award-winning Cathay Pacific lounges at London Heathrow and airports across the world. Use of the lounge is available exclusively to Cathay members worldwide who book their tickets via the LW Theatres website.
As an added customer benefit, Cathay members will have the opportunity to enjoy exclusive VIP experiences including backstage tours and private dinners at theatres. Members will also have the opportunity to exchange their accrued Asia Miles for select theatre tickets, which will be available to redeem through the Cathay Shop.
Kinto Chan, Regional General Manager, Europe, Cathay, said, “At Cathay, our mission is to move people forward in life by connecting them to meaningful people, places and experiences. Theatre has the power to connect people from different backgrounds and walks of life and create magical experiences. We are honoured to have the opportunity to collaborate with LW Theatres, the best in the industry, so we can offer our customers another opportunity to experience the extraordinary.
Jules Arnott, Co-CEO of LW Theatres said, “We always look for three things in a partner: strong brand alignment, a true sense of collaboration, and exceptional shared value for our customers. We found all three in Cathay – and more. Ultimately, this partnership will help us to continue to stage extraordinary entertainment and continue our commitment to reinvest all profits back into the conservation of our buildings and customer-first innovation.”
The partnership launches on 13 June 2024 and is the latest endeavour under the Cathay lifestyle brand since launching in the UK. Cathay is synonymous with premium offerings, from award-winning lounges and inflight entertainment to attentive onboard service, and exquisite dining options. Customers can travel with ease to Hong Kong and beyond as Cathay Pacific flies up to five times a day from London Heathrow, and four times a week from Manchester.
