Alongside the MVP brands of Where London (in English, Arabic, Brazilian Portuguese, Japanese, Mandarin, Russian and Spanish), IN London and London Planner, MVP’s sales team will now be offering incentivised advertising packages combining its portfolio with the Society’s fortnightly title, creating a hugely enhanced distribution platform across the UK for clients targeting high-spending visitors.
More than 135,000 copies of the Official London Theatre Guide – published since 1922 – are distributed fortnightly across the country, at all of the West End theatres, as well as key London transport hubs, high-street stores such as Waterstones, hotels and restaurants. A copy is also given out with every theatre ticket sold at the Society’s Leicester Square TKTS tickets booth.
The timing of the alliance comes as the Society of London Theatre (SOLT) prepares for its annual prestigious Olivier Awards with MasterCard on 13 April at the Royal Opera House in Covent Garden.
London’s tourism market is booming, with a record 30 million domestic and overseas visitors expected this year. London & Partners, the Mayor’s official promotional body for the city, which works in partnership with MVP, estimates that one third of overseas visitors go to the theatre during their stay in the capital. The figure is even higher for tourists from the USA and visitors from the rest of the UK.
