To celebrate the opening of the critically acclaimed 1984 in the West End’s Playhouse Theatre, we secured a multi-layered partnership, working with Time Out, publishers Penguin and retailer JOY.

The promotion was featured in Time Out magazine today in their first ever free book give-away. In addition to the magazine’s front page flash and editorial content highlighting the give-away, Time Out distributors wore bespoke 1984 t-shirts. Time Out also promoted the offer to its engaged fan base of Londoners of via email, presence on the Time Out home page, in their offers newsletter and through their social media platforms reaching an audience of ten million.  In addition to the book give-away, Time Out was also given an exclusive allocation of specially-priced tickets (with no additional booking fees) at just £19.84.

The promotion has been supported by Penguin Books, who reproduced a limited run of its classic edition of the novel featuring the production’s artwork as a cover. Penguin also promoted the give-away to its database of 1.8 million subscribers.

Once Time Out readers have downloaded their voucher for the book, they can redeem it in one of 14 participating JOY stores across London. JOY will also be supporting the initiative with in-store display and online marketing with a combined reach of 101,000. In addition to the book offer JOY will be offering an exclusive discount for Time Out readers.

Full details of the promotion can be found here and you can see some photos of the partnership in the gallery below.