Mamma Mia! strikes tube in Dewynters ad campaign
West End advertising firm Dewynters has unveiled its first promotional campaign for Mamma Mia! as the show prepares to move to the Prince of Wales theatre in June.
For the first time in London’s theatre history, Dewynters has booked all the poster sites on the westbound Piccadilly Line platform at Piccadilly Circus tube station as one of the main features of its campaign.
The series of advertisements promoting “The coolest seats in the West End” refer to the new air-cooling facilitates at the Prince of Wales theatre, which will be officially reopened on June 10 by the Prince of Wales following a £7 million refurbishment.
Dewynters recently took over the Mamma Mia! account from advertising and marketing agencies M+H Communications after the company went into liquidation earlier this year.
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