News

Applause embarks on Broadway ticket offer


Ticket agency Applause will offer operators ticket allocations to Broadway shows from January 1 next year.



Up to 20 shows will be available through the offer, including big hits such as Beauty and the Beast, The Phantom of the Opera, and The Lion King.



Director of sales and operations John Wales said: “We will be targeting the major operators and agents selling New York packages and giving allocations by shows.”



The Broadway offer is one of several new products being introduced by Applause this winter.



Tickets for the June 2000 opening night of The Witches of Eastwick, a major new production by Cameron Mackintosh, started selling a week ago.



“Tour operators are already pre-buying tickets for that,” said Wales.



Other additions to the portfolio include the Chelsea and Hampton Court Palace Flower Shows which run on May 23-26 and July 4-9 respectively, and The King and I, a new musical starring the singer Elaine Paige.



Details of the theatre productions will be listed in an eight-page travel trade folder.



It will also contain information on trade-only products, such as a Pub Pass, covering 20 Scottish and Newcastle pubs, and a Theatre Pass.



The Theatre Pass offers members of the trade a discount of up to 40% on shows that can be booked on the same day.



The new folder was launched at the World Travel Market.


Share article

View Comments

Jacobs Media is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.