Barry Grant

Barry Grant – Client Partnership Manager, Ambassador Theatre Group

What success have the Ambassador Theatre Group seen through partnerships over recent years?

We have recently worked with British Airways on a season at London’s Playhouse Theatre. This was a high-profile run of drama with plays including Cyrano de Bergerac, starring James McAvoy.

James McAvoy as Cyrano

In return for in-venue branding in bars, lounges and on print we had access to the BA database to promote this season to their Executive Club Members.

BA Lounge at the Theatre

Other national brands we have partnered with have included Sky VIP and Saga where we have provided exclusive in theatre benefits for their members in exchange for a range of promotional activities to their audience.

Why should brands partner with the Ambassador Theatre Group?

We are the largest live-theatre company in the world with over 50 venues in the UK, US and Germany. In the UK we own and operate 10 West End Theatres including The Lyceum and The Savoy and regionally we run Edinburgh Playhouse, Liverpool Empire, Bristol Hippodrome and over 20 more.

We are the home to some of the world’s most popular shows with current productions including Disney’s The Lion King, Pretty Woman, Wicked and Harry Potter and The Cursed Child running in our houses. Our in-house ticketing division sells over 11 million tickets annually to a diverse audience across the country.

What are your partnership objectives?

To extend the reach of our shows and venues and work with partners whose audiences cross-over with our core demographic of 40+ ABC1 or can even bring new attendees to us. With such a variety of product from musicals and plays to music, dance and comedy we can say with confidence we have something for everyone.

What types of partnerships are the Ambassador Theatre Group looking to develop?

With such a rich portfolio theatres and shows we can look at Partnerships on a National Level, Regional Level (e.g. NW/NE England) or even super Local to a town or city. As we are open 52 weeks of the year and have some major shows on sale more than 12 months in advance we are looking for long term partners to get the benefit of the exposure and activity over the sale cycle of a venue.

We also have an established Creative Learning Team across the group with the remit to extend our reach into the community and bring the theatre to them or bring groups to the theatre who may not usually attend. Any partnerships to help us achieve this are welcome.

What brands & sectors are you looking to partner with?

We are looking to work with complimentary leisure and travel partners e.g. brands that are part of the theatre visit experience – hotels/dining/transport.

Many of our customers are discerning with high disposable income so also  interested in quality beverage brands and premium financial companies.

If you’re interested in collaborating with the Ambassador Theatre Group, please contact us via our profile on Kin.