LW Theatres and Cathay have created the largest brand partnership in West End history, setting a new benchmark for commercial theatre sponsorship. This groundbreaking collaboration truly realises Cathay’s objectives of driving brand awareness and customer acquisition alongside strengthening member loyalty. The partnership provides Cathay access to over 3.5 million theatregoers annually, through on-site branding, exclusive promotions, and engaging VIP experiences across our venues. The partnership’s crown jewel, the Cathay Suite at The London Palladium, provides Cathay members with a premium, luxury experience that echoes the airline’s renowned hospitality.
Since June when the partnership launched, Cathay have seen UK membership numbers increase 47% like for like vs the same period last year, and the in-venue branding has generated 14.6 million impressions demonstrating the immense impact of this collaboration. For LW Theatres, early results include a 10% increase in international tourism bookings which is very encouraging and indicates the positive impact of targeting new, international customers.
This partnership is not only driving business growth for both brands but is also redefining how theatre sponsorships can deliver high-value customer experiences and tangible returns on investment – pioneering the power of partnerships within the arts.
