SOLT’s Don’t Miss The Real Show Campaign

The Project Aims to Promote the Theatre District During the 2012 Olympic Games in London

The Society of London Theatre (SOLT) has revealed as new press release detailing its plans in 2012 which it hopes will ensure that visitors keep on coming to West End theatre during the London Olympics. As has previously been reported there is much concern ahead of the summer games regarding the impact that they will have on the theatre district, with many of the capital’s visitors arriving in town to see sports instead (in turn putting off the visitors that would normally head to the capital at that time of year).

SOLT has launched a campaign entitled “Don’t Miss the Real Show in 2012”, which aims to promote the capital’s famous theatre district and ensure that audiences continue to witness West End shows. The project will include the introduction of new productions and special offers that will apply both to visitors and residents of the capital.

“London’s Theatreland enters 2012 in excellent health, with our current Get Into London Theatre promotion already taking more than £1million,” said Mark Rubinstein, the President of SOLT. “However, we are conscious that the year ahead will be uniquely different and present a new set of challenges, which means it may not be an easy year for many of our members. We are working hard to deliver the campaigns, information and infrastructure required to encourage and enable millions to enjoy a night out at one of London's outstanding shows alongside the excitement of the Games and beyond.”

Boris Johnson, the Mayor of London, also had something to say: “London theatre is the jewel in the capital’s crown and our Ambassadors will have a key part to play in ensuring Londoners and visitors alike know what's on during a summer like no other. From the World Shakespeare Festival to feel-good musicals, and hard-hitting plays to rip-roaring comedies, there's something for everybody. As London takes centre stage on the international map, our world-beating theatre is just the ticket, with gold medal performances every night.”

The year will also see 2,012 (of 8,000) Olympic Ambassadors visit some of the Theatreland venues as they are given free theatre tickets between January and February and various events will also be taking place throughout the year. More information can be found on their official website “Don’t Miss the Real Show”.

So the moves mean that blockbuster shows like “We Will Rock You” and “The Phantom of the Opera” could still find an audience when visitors flock to the sporting events across the capital.