Press Releases

AMBASSADOR THEATRE GROUP KICK STARTS JOINT MOBILE ACTIVITY WITH FLYTXT

Issued : 15 September 2005

Flytxt, the mobile marketing services provider, today announced its appointment by the Ambassador Theatre Group to run their first joint SMS campaign in the group’s first move towards generating longer-term relationships with its audiences over mobile. A simple text and win promotion, based around Donmar’s new production of Guys and Dolls starring Ewan McGregor, Jane Krakowski, Douglas Hodge and Jenna Russell at the Piccadilly Theatre, is due to launch on Thursday 22nd September and run until February 2006.

Flytxt will initially focus on increasing revenue through SMS and creating mobile databases for future targeted mobile marketing campaigns. This initial activity will see the Ambassador Theatre Group giving away a luxury trip to New York in association with production sponsor American Airlines and the legendary Manhattan hotel, The Carlyle.

In-theatre television, flyers and posters at both the Piccadilly Theatre itself and other regional sites will support the promotion.

Pamir Gelenbe, co-founder and Director of Corporate Business Development said: “The arts has yet to truly embrace mobile as an alternative promotional and direct marketing tool so we’re pleased to be working with an innovator within its sector. We look forward to developing the group’s CRM strategy and implementing further campaigns.”

Russell Miller, Theatre Manager at The Piccadilly added: “Flytxt has a solid reputation in this space and we were impressed by them. The activity and the longer term strategic approach they proposed convinced us of how they could enhance the relationship we have with our customers.”

To book tickets for Guys and Dolls, please call 0870 060 0123 or go to: www.theambassadors.com/piccadilly

ENDS

Notes to Editors:
About the Ambassador Theatre Group
ATG is currently the second largest theatre group in the West End and separately, in the regions. With a total of 25 venues (12 in the West End), it is renowned for its highly successful management of theatre venues throughout the UK. It is also one of the country’s foremost theatre producers and has been behind some of the most successful and innovative productions in Britain and internationally, including Michael Grandage’s new production of Guys and Dolls starring Ewan McGregor, Jane Krakowski, Douglas Hodge and Jenna Russell, Matthew Bourne’s Nutcracker! and The Rocky Horror Show.

About Flytxt
Flytxt, the mobile marketing services provider, has become synonymous with quality and innovation within the mobile marketing and content industries. Incorporated in 2000, Flytxt founded the phenomenon that has become “mobile marketing” today and has since also become the provider of choice within the mobile content sector. Flytxt’s clients are the leading brands from across the media, entertainment, FMCG, retail, leisure and mobile operator sectors. Its technology has delivered some of the most complex mobile programmes that the industry has known. As a founder of the Mobile Marketing Association (MMA), Flytxt is dedicated to ‘permission-based communication’ and is sensitive to consumers’ privacy.

For further information, please contact:
John Chittenden, Group Press Officer, ATG
Tel: 020 8545 7919. Email: johnchittenden@theambassadors.com
Paola dos Santos, Flytxt
Tel: 07968 593 037. Email: paola.dos.santos@flytxt.com

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