While flying in exhibits and artists is a key part of the sponsorship, it goes further than that. “Behind the scenes, we’re organising the logistics,” says Edward Bell, General Manager of Brand, Insights and Marketing Communications at Cathay. “But for the customer, it’s really about partnering with the WKCDA to help spread the word and help make it happen – to bring people in and, when the exhibition is complete in Hong Kong, to enable those exhibits to do a tour of the world.”

On a larger scale, the partnership is designed to solidify Hong Kong’s position as an East-meets- West centre for international cultural exchange – and, in turn, give a significant boost to the city’s cultural tourism.

“In becoming the exclusive travel partner of the WKCDA, Cathay is demonstrating its enduring belief in and encouragement of Hong Kong’s arts and culture, and its vision and mission to foster the artistic, cultural and creative industries,” says Betty Fung, Chief Executive Officer of the WKCDA. “We are grateful for Cathay’s generous support, which will greatly assist our efforts to promote arts and culture in Hong Kong, Mainland China and overseas.”

At its core, the partnership comes back to art, and the importance it holds for us all – during Art Month in Hong Kong and beyond. “This exclusive partnership is about supporting art and connecting Cathay members with art,” says Bell. “But beyond that, it’s about what art means to Hong Kong, Asia and the world. Art is important, and that’s why we’re involved."