ALADDIN, DREAMGIRLS, KINKY BOOTS, and More Join Mayor's 'London is Open for Summer' Campaign

By: Jul. 27, 2017
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London's status as the global leader for theatre was today celebrated by a host of top West End shows, as they came together to support the Mayor of London's campaign to tell the world that London is open for summer.

Shows including Disney's Aladdin, Harry Potter And The Cursed Child, Mamma Mia, Royal Shakespeare Company Matilda The Musical, Les Misérables, The Phantom of The Opera, The Kite Runner, Half A Sixpence, Stomp and Wicked all joined forces by creating their own videos to show their collective support for the Mayor's #LondonisOpen campaign and to encourage visitors to come and experience the magic of live theatre in the famous West End.

The content, posted simultaneously on social media today, was designed to celebrate some of the fantastic productions on stage over the summer months and offers an exclusive sneak peek of backstage life, as cast members cheered and serenaded their passion for the campaign.

London has demonstrated great resilience, unity and spirit in recent months following the terrible events at Westminster, London Bridge, Finsbury Park and Grenfell Tower. The Mayor has launched the 'London is Open for Summer' campaign to reassure visitors to the city that the capital remains open to all with a diverse range of events, attractions and shows for everyone to enjoy.

The Society of London Theatre's box office figures show that over 14.3 million people visited the West End last year, compared to 13.2 million on New York's Broadway, demonstrating another strong and robust year for London theatre.

As the West End gears up for another busy summer period, Theatreland prepares for the annual Kids Week celebrations which returns throughout the month of August. Kids Week, one of the world's longest running audience development initiatives, encourages young people to experience live theatre. A child aged 16 or under can go free to any participating show when accompanied by an adult paying full price. Kids Week 2017 has already issued over 150,000 tickets with more than 85,000 tickets remaining for children and families across August.

The Mayor of London, Sadiq Khan, said: "Whether you're looking for fringe theatre or the bright lights of the West End, London really is a global leader for world-class theatre. With some of the greatest musicals, drama and dance making their mark on our West End - from Wicked and Harry Potter and the Cursed Child to Les Misérables and Matilda - it is little wonder that London's Theatreland is an enormous draw for visitors and talent from around the world.

"There are fantastic opportunities for families to experience the thrill of a show-stopping performance over the coming weeks, with Kids Week providing free tickets for children. I'm saying loud and clear - London is open for business, creativity, ideas, talent, and open to everyone this summer."

Miranda Hart, currently playing Miss Hannigan in Annie at the Piccadilly Theatre, said: "There is nothing quite like London's West End in the Summer. Theatreland really comes alive and the atmosphere in the theatre each evening is electric. I love the energy of a London audience; it's so unique and can't be beaten."

Kenny Wax, President of the Society of London Theatre said: "London is the theatre capital of the world, welcoming over 14 million people a year and home to the most gifted on and off stage talent. London's Theatreland continues to thrive because of its inclusiveness to all and this year we will once again open our doors to a new generation of theatre fans and introduce them to the magic of live theatre through Kids Week, our annual initiative that offers free tickets to children 16 and under throughout August."

To coincide with the West End activity, London & Partners, the Mayor's official promotion agency, has launched a summer campaign on visitlondon.com/summer, which is designed to encourage visitors to discover all the great things the city has to offer during the Summer months. It contains several fantastic ticket offers ranging from top London attractions, to experiences, restaurants and bars. All of which can be incorporated into a visit to the theatre.

Promotional offers include the likes of London Transport Museum, Merlin Entertainment, Jamie's Italian London Restaurants, Planet Hollywood and Scoff and Banter to name a few.*



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