This year marks the tenth anniversary of the National Theatre’s revolutionary Travelex scheme, an initiative which has enabled even more diverse audiences to access quality theatre at amazing prices.

For this 10th annual Travelex season, over half of all seats for shows like the Olivier-winning Best Play Collaborators and the critically-lauded musical London Road are a fantastic £12! To celebrate this important milestone, we have secured a new, innovative mobile marketing partnership for the National Theatre, which will enable the organisation to communicate with culture enthusiasts on the go, via their mobile handsets.

Through advertising with National Rail, the biggest transport mobile site, the National Theatre will be the first theatrical brand to run within a real time bidding exchange on mobile platforms. We will use hyper-targeting to deliver marketing messages based on people’s behaviours, browsing habits and location on rates negotiated in real time, meaning we’re certain to be communicating with the right people and the right content, at the right time, for the best possible price – a media first for a live entertainment brand.



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