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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 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 theatre.

The approach draws parallels between the premium experience passengers enjoy aboard Cathay Pacific flights and the atmosphere of a LW Theatre.

Rolling out from 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, Publicis London said, “To create truly bespoke and immersive creative across five venues is truly no mean feat. And to do it well, even more challenging but this is a masterclass from all team’s involved. Together, we have truly made every moment —whether in the air or at the theatre—extraordinary. Talk about an opportunity to literally ‘Move the World’.”

Lisa Delaney, regional head of marketing and lifestyle, 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.”