London’s West End is beginning 2022 with a new marketing campaign backed by tickets for as little as £10 for more than 50 shows.
Official London Theatre (OLT), the ticket platform run by the Society Of London Theatre (SOLT), has announced what it describes as its biggest ever new year sale with tickets at price points of £10, £20, £30, £40 and £50 with no booking fees. Shows on offer include ‘Wicked’, ‘Mamma Mia’ and the new ‘Back To The Future – The Musical’.
The new year sale campaign is backed by collaborations with partners across political institutions, business, leisure, transport and the arts.
“Theatre is nothing without its audiences. As a thank you to those who have already come back – and an invitation to those who have not yet returned – London’s world-famous West End has come together to make it easier than ever to see a show at the start of 2022,” OLT said in a statement.
To mark the sale, OLT has launched a promotional film paying tribute to the shows taking part in the new year sale, and backed by Queen’s stirring anthem ‘Don’t Stop Me Now’.
A new portrait exhibition from celebrated photographer Rankin, capturing the talent and resilience of London’s theatre workforce, has also been launched in tandem with the new year sale. These images can be spotted on railway platforms, in shop fronts and have even been featured on the Piccadilly Lights.
Julian Bird, chief executive of SOLT, said: “We are hugely grateful to all our audiences for their ongoing support. We all need the escapism that theatre brings, so what better way to start 2022 than with the magic of world-class live entertainment?
“It is a true reflection of theatre’s importance that so many partners and organisations – from the Mayor of London’s Let’s Do London campaign to legendary photographer Rankin – have pulled together to help celebrate theatre and the new year sale. As we enter 2022, we want to make it easier than ever to see a show. Please keep supporting shows to help keep curtains raised across our city and beyond – in the words of Queen, don’t stop us now!”
Image: Courtesy of Official London Theatre / Johan Persson