The Ticket Factory hopes to build its presence in the West Midlands through a partnership with some of the region’s biggest newspapers.
The ticketing agency has agreed a deal with Trinity Mirror Midlands, which operates major titles such as the Birmingham Mail, Coventry Telegraph and Birmingham Post. The media group has a total online reach of more than six million across its print and digital channels.
Ticket Factory said its partnership programme aims to offer partners and their customers a range of benefits and additional marketing reach when working with the ticketing agent. Partnerships also provide benefits to ticket buyers such as discounts. Existing clients include Barclaycard and Virgin Trains, and The Ticket Factory said the programme has driven sales of more than £5m ($6.2m/€6.0m).
Tarah Gear, consumer sales and marketing director at The Ticket Factory, said: “Our partnerships programme looks at ways in which we can add value for the ticket buyer and set us apart from the competition.
“As well as offering a range of benefits, we want to make buying tickets as simple as possible for customer, reaching them through the channels that they enjoy reading daily. Joining forces with Trinity Mirror Midlands will allow us to reach even more people locally who love live events – it’s now even easier for them to buy a ticket from the point of discovery.”
Ticket Factory, which is the official box office for the NEC Group and its Barclaycard and Genting arenas, will also be the exclusive sponsor of the Birmingham Mail and Coventry Telegraph What’s On entertainment guides.
Marc Reeves, Trinity Mirror's editor-in-chief in the West Midlands, said: "This is a very exciting partnership that recognises that our readers and the Ticket Factory's customers are essentially one and the same. It therefore makes perfect sense when we publish exciting stories about new shows at various venues around the region that we make it really simple for our readers to buy the tickets they want.
“This is a really smart way for regional publishers to work with major clients such as the Ticket Factory and I think paves the way for even more innovative partnerships in the future."
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