With most people creating their own travel itineraries now, competition between airlines has become even more fierce. Airline advertising is moving away from its formula and venturing into creatively interesting territories.
Publicis London and Cathay Pacific are the latest to step outside the square with their creative proposition, the magic starts when you take a seat, and a partnership with Andrew Lloyd Webber’s LW Theatres. LW Theatres owns and operates six of the most prestigious and desirable theatres in the world, including the London Palladium and Theatre Royal Drury Lane, and 1 in 3 of all visits to a London musical happens at an LW Theatres venue.
The campaign aims to demonstrate that flying with Cathay Pacific is as much of a memorable experience as a night at the theatre and the approach draws parallels between the premium experience passengers enjoy aboard Cathay Pacific flights and the atmosphere of a LW Theatre.
The creative, a series of “in-flight” installations, 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 match the unique interior of each venue, with installations celebrating each theatre’s 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.
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.
Noel Bunting, chief creative officer, Publicis London, stated, “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.”
Credits:
Creative Agency: Publicis London
CCO: Noel Bunting
Creative Director: Tom Dixon
Head of Strategy: Katie Hibbard
Account Director: Guergana Stoytcheva
Design: Michael Damasco & Ere Lozano
Creative Technologist: Kurt Strong
Production Company: 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
