999 launches Arts Council ticket scheme
Arts Council England has launched a scheme that will give away more than half a million free theatre tickets to young people over the next two years with the help of design consultancy, 999.
‘A Night Less Ordinary’ is Arts Council England’s new scheme aimed at encouraging greater interest in live theatre among young people in England aged 16-26.
It was launched yesterday at the Donmar Warehouse in Covent Garden by ‘Spooks’ star Rupert Penry-Jones and Sheridan Smith, of ‘Two Pints of Lager’ fame, alongside ACE chief executive Alan Davey.
Glasgow, Manchester and London-based 999 was one of 11 UK consultancies appointed to Arts Council England’s £1.5m design roster in January to work specifically on marketing communications projects over the next three years.
The consultancy’s London office has been commissioned to deliver the overarching creative campaign for A Night Less Ordinary, which will be rolled out across digital and print media channels, with a view to raising awareness of the initiative and broadening the scope of Arts Council England’s target audience.
Over the coming weeks, 999 will be responsible for the implementation of a two-tier approach to the campaign, which will combine high-profile national advertising, in print and online, through media partner Metro with localised initiatives at some of the 200 arts venues across England taking part in the scheme.
In addition, a website, through which you can browse listings of participating theatres, and unearth the latest news and competitions, has been launched at www.anightlessordinary.org.uk.