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Theatre Tokens launches its biggest ever Christmas campaign

Theatre Tokens launches its biggest ever Christmas campaign

Theatre Tokens, the national theatre gift voucher, is launching its biggest multimedia Christmas campaign since the company started 25 years ago.

Using TV and national radio for the first time, the advertising campaign positions Theatre Tokens as “the larger than life Christmas gift” and uses giant characters, performers and dancers in real life settings on its outdoor and national press adverts.

The campaign will cross all sections of the media including national press, women’s, theatre and arts press, London Underground and online activity as well as TV and radio and kicks off mid November. Theatre Tokens will be using ITV3 for its TV campaign which airs between 4th and 20th December and Classic FM for its radio campaign.

ITV3’s positioning as showing the best of UK drama (Inspector Morse, Rebus and Poirot) and the channel’s upmarket 35+ audience closely matches Theatre Tokens’ own customer profile.

The campaign will be showcased using four sheet posters, tube cards and escalator panels at key commuter stations across the Capital including Charring Cross, Kings Cross, Euston, Victoria and Waterloo, as well as being displayed at tube stations throughout ‘Theatre Land’.

Adverts will be running in the Daily Mail, Daily Express, The Independent, Daily Telegraph as well as the Sunday Times ‘Culture’ publication and The Guardian’s ‘Guide’ as part of the national newspaper campaign.

Helen Jones, Marketing Manager at the Society of London Theatre (SOLT), which runs Theatre Tokens, commented: “This is the first time Theatre Tokens has invested in a national TV campaign. It’s our 25th anniversary this year and our product is purchased by people who love theatre and drama so it made sense for us to team up with ITV3 as part of our Christmas push.”

As part of the campaign Theatre Tokens has also completely redesigned its website to give it a fresher and more modern look.

The site is easier to navigate and offers more user-friendly functionality including more detailed product information about its range of vouchers, gift packs and greetings cards, a Geo Mapping facility so that people can quickly identify their local theatre and/or retailers that supply and accept Theatre Tokens and a streamlined buying process to make those all-important purchases more easily and securely.


Editor’s Notes:

• Theatre Tokens is run by the Society of London Theatre, a trade association that represents the producers, theatre owners and managers of the major commercial and grant-aided theatres in central London. It is responsible for industrial relations, legal advice, campaigning for the theatre industry together with a wide range of audience development programmes to promote theatre going including Theatre Tokens.

• Theatre Tokens are available in £5, £10 and £20 denominations and can be bought online -, by telephone - Tokenline on 0870 164 8800, or in person at participating theatres and a range of retail outlets including selected branches of WHSmith, Waterstone’s etc. A full list of participating theatres can be found at

• Any revenues or profits generated from Theatre Tokens are re-invested in theatre productions or theatre marketing campaigns

For further press information or photography contact Naira Ruhomally or Val Mumby Theatre Tokens Press Office Clareville Communications Tel: 020 7736 4022 Email: Email:

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