Phantom of the Opera

Project

As part of Marketing at Cameron Mackintosh, ELM handled the marketing for this iconic show in partnership with the Really Useful Group between 2015-2017 in the West End and the launch of the UK & Ireland Tour in 2019-2020.

Setting the Scene

‘The Phantom of the Opera,’ renowned as a timeless classic, marked its 30th anniversary at Her Majesty’s Theatre on October 10, 2016 – the same year it was honoured with the ‘Magic Radio Audience Award’ at the Laurence Olivier Awards. A testament to its enduring public appeal, the musical by Andrew Lloyd Webber has grossed over $6bn in revenue and has been seen by more than 140 million people worldwide.

Approach

• ELM was instrumental in managing the box office, initial launch, and the advance campaigns for the UK & Ireland Tour which began in Leicester Curve, but was later postponed due to the Pandemic.
• Developing and executing the touring marketing plan for the show, this involved creating comprehensive marketing strategies tailored to each UK and Ireland theatre the show toured.
• ELM managed the set-up and operations of the box office which involved implementing efficient ticketing systems and ensuring smooth ticket sales and customer service.
• We developed strategies to target key tourist markets and collaborated with tourism boards and partners to create packages and promotions to attract theatregoers.