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Don’t Miss The Real Show (News)

Don't Miss The Real Show

London theatre welcomes 2012 Ambassadors

Published 6 January 2012

As London’s theatre community prepares for an exciting year, 2,012 Olympic Ambassadors will be welcomed into the capital’s theatres in one of many schemes aiming to promote Theatreland.

The selected members of the Mayor of London’s Games Ambassador Programme – who will be providing the closest contact with London’s visitors during the Olympic and Paralympic Games – have been invited by the Society of London Theatre (SOLT) to experience the thrill of London’s vibrant theatre scene first hand, so they can pass their experience on to the capital’s tourists.

The move is just one part of the industry-wide Don’t Miss The Real Show campaign, which aims to raise the profile of the capital’s theatres during an exciting year which, in addition to hosting the most prestigious sporting event on the planet, will also see London celebrating the Queen’s Diamond Jubilee.

As Mark Rubinstein, SOLT’s President, explained: “London’s Theatreland enters 2012 in excellent health, with our current Get Into London Theatre promotion already taking more than £1million. 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.”

A taste of what is already on offer later in the year can be found in an incredible trailer on, which also includes a host of helpful information about travel during the Olympic period and how to get the most out of a trip to one of London’s world-beating theatres.

A thrilling year has already kicked off with the annual Get Into London Theatre promotion, which is still offering reduced price tickets to a wide variety of shows across London. But there is more to come, with annual free al fresco event West End LIVE returning to Trafalgar Square on 23 and 24 June, featuring performances from every single West End musical, and the festival of family fun Kids Week in the West End running for the entire month of August to celebrate its 15th birthday.  

In a year packed with exciting cultural offerings, which include World Stages London and the World Shakespeare Festival, London’s West End will continue to present its incredible array of drama, comedy, musicals, ballet and opera that makes it the envy of cities the world over.

As Mayor of London Boris Johnson put it: “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.”



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