Milton Keynes Theatre’s annual pantomime marketing campaign is the biggest of the year. Starting with title announcement in January, casting in April/May and a press launch in late summer, there are a wealth of opportunities for a sponsor’s brand to be seen, even before the audiences set foot in the theatre.
Sleeping Beauty follows a record-breaking pantomime year in 2025/26 and will run from Saturday, Dec 5 until Sunday January 10, 2027, with a total of 62 performances. With a star cast led by Alexandra Burke, the lavish production, with its endless amount of magic and family fun, is set to thrill audiences and offer major opportunities to business partners.
The venue boasts a 1,438 seat auditorium and is one of the most successful regional theatres in the country. Each year, around 400,000 people attend, spanning five counties including Buckinghamshire, Bedfordshire, Northamptonshire, Hertfordshire and Oxfordshire, with more than 75,000 expected over the run of Sleeping Beauty.
Last year’s reach was 353,000 on social media, 320,000 via the brochure, 110,000 via email, 105,000 via the ATG website’s panto listing page, and hundreds of thousands more through opportunities such as direct mail, digital supermarket 6-sheets, train station ad gates, bus sides, posters, flyers, flags, petrol pumps, house programmes, digital outdoor and radio.
Becoming a pantomime partner means affiliation with Milton Keynes Theatre’s largest marketing campaign of the year, enhanced with a little ‘magic marketing dust’.
In addition to branding placed on below-the-line media, the partnership then gets truly creative! The theatre works with businesses to see how its unique marketing opportunities can best promote their brand to our audiences.
This can include script mentions, product placement in the performances, inclusion in on stage giveaways and a foyer presence that can include exit flyers and product giveaways.
A price for every budget
When it comes to selling the panto, Milton Keynes Theatre has everything from VIP boxes and premium seats to group, schools and charity fundraiser rates. With tickets on sale from the beginning of the year, there is a wide range of prices for individual bookers and discounts to incentivise community groups to get together, including schools, uniform groups, fundraisers, social clubs or purely friends and family.
For any booking for 10 or more people, there is usually a discount to suit. Added benefits of booking together include a reserve-now-and-pay- later system and reduced booking fees. The dedicated Group Sales team work can help arrange the best festive treat for all visitors.
Businesses can also enhance their Christmas party season with a festive night out thanks to the exclusive Pantomime Party Package. They can come straight from the office for pre-show drinks and food in the VIP Lounge, sit in best seats in the house and enjoy interval treats.
The show will be finished by 9.30pm, when the weary can head home and the more energetic can continue to one of the many great venues next to the theatre.
