Matilda The Musical

Partnered with Franco Manca

Bicycle partnered the Royal Shakespeare Company’s Matilda The Musical with much-loved UK pizza brand Franco Manca to deliver a playful, collaboration that brought the magic of the show into everyday family moments.

The partnership centred on smart, high-impact touchpoints across Franco Manca’s estate. Matilda The Musical branded kids' activity sheets were rolled out across all 70 restaurants nationwide, inviting diners to engage with the show while ordering their pizzas and naturally sparking conversation at the table. Alongside this, Bicycle delivered a prize draw promoted across Franco Manca’s email database and social channels, driving awareness of the West End show and UK tour, while capturing valuable data for the production.

To maximise shareable moments, we created a series of content-led activations. Members of the cast were invited into a Franco Manca restaurant for a filmed pizza-making class, combining the brand’s craft credentials with the joy and humour of Matilda.

Together, these elements created a warm, family-friendly collaboration that amplified reach and generated engaging content.

Into The Woods

Partnered with c2c Rail

We delivered an integrated rail partnership with c2c, combining high-impact station media with a digital prize draw to drive awareness for Into the Woods. The campaign featured a branded ticket barrier takeover at London Fenchurch Street, alongside key c2c commuter stations including Barking and Limehouse, placing the production’s arresting creative directly in front of audiences at the point of travel. This was supported by a theatre break prize draw promoted across c2c’s email database and social channels, offering customers the chance to win tickets to the show, a luxury hotel stay and return travel on the c2c rail network. Entries were captured via a dedicated landing page, delivering strong engagement, valuable first-party data and positioning the show as the centrepiece of a complete London theatre experience.

Sleeping Beauty

Partnered with LUSH

Oh, yes we did! Last Christmas, Bicycle delivered a festive partnership for the Sleeping Beauty pantomime at the London Palladium. The collaboration saw Lush create a bespoke, limited-edition Sleeping Beauty shower gel, designed as a soothing, nighttime product with sleep-evoking scents. Packaging and copy were tailored specifically to the show, using playful, tongue-in-cheek language to reflect the humour and spirit of the production. 

The special product was produced as a limited run and delivered to the celebrity cast and full creative team. To extend the partnership’s marketing reach, the campaign was supported by a prize draw on Instagram and via our own prize hub Culture Cycle, offering the public the chance to win a ‘sleep-inspired’ weekend break, including the bespoke shower gel, show merchandise and a luxury hotel stay.

Mean Girls

Partnered with Doughnut Time

To help launch the West End’s major new musical we collaborated with the epic and playful brand Doughnut Time. The promotional campaign included the creation of a bespoke Mean Girls 6-Pack inspired by characters and concepts from the show.

Available for a limited period to coincide with the show’s opening the campaign included a delicious bounty of rich video content. photography, prize draws and the supply of hundreds of themed doughnuts to treat guests at the celebrity-fuelled opening night party.

the Musical 

Partnered with SOUND Cafe at The Cumberland

We brought together our long-standing client Back to the Future the Musical with SOUND Cafe at The Cumberland Hotel, part of the Clermont Group, to unleash a time-bending afternoon tea.

Designed to engage and excite domestic & international tourists, alongside fans of the film and stage show across the capital the offering includes a range of 1980s and 1950s American classics with Back to the Future twists.

The Mousetrap

Partnered with Great Western Railway

To celebrate the show’s 70th year in the West End we partnered Agatha Christie’s The Mousetrap with Great Western Railway, a nostalgic heritage brand linking London to Christie’s home county of Devon.

The partnership spanned the anniversary year and included naming a train ‘Agatha Christie’ at a televised ceremony, producing a stylised cast photo shoot of 1950s inspired images at Paddington Station used in a novelty GWR wall calendar and a series of marketing moments including dedicated station posters across the network, an email campaign to the brand’s database and a ticket prize draw on GWR social channels.

David Hockney at Lightroom

Partnered with The Times

Bicycle was honoured to be appointment partnership agency to David Hockney’s landmark exhibition Bigger & Closer (not smaller and further away) at Lightroom.

To raise awareness of the show and the stunning new venue we worked with Times+ by running a Times reader prize draw offering a series of prizes including exclusive access to the exhibition, special materials signed by Hockney himself and multiple luxury weekend breaks. The media title put their full weight behind the campaign with a series of half page ads, digital exposure, email messaging and editorial puffs.

Marks & Spencer

Bicycle’s ‘Sparks Culture’ Platform

“Bicycle have delivered consistent account support, using their great industry knowledge to provide a unique and engaging selection of offers. I would not hesitate to recommend Bicycle Partnerships.”

- M&S Sparks Partnership, 2024

Bicycle have been proud to be an official supplier to Marks & Spencer. Together with the brand we designed a theatre & arts rewards platform for members of the popular M&S Sparks loyalty programme.

Over the last year ‘Sparks Culture’ has hosted a monthly selection of theatre offers and prize draws, bringing exclusive, geotargeted best-in-market offers and prizes to millions of M&S customers. Since February 2023 our specially selected promotions have generated over 10m activations via the Sparks app, saving Sparks Card holders over half a million pounds in savings across theatre, exhibition, and events tickets. 

The Phantom of the Opera

Partnered with Hawes & Curtis

With an aim of aligning the production with a classic British brand with an affinity with the opera, we partnered The Phantom of the Opera with the iconic tailor Hawes & Curtis.

The partnership captured a sense of event, while offering valuable access to the brand’s social, online and CRM channels. The collaboration included an editorial interview with the show’s Associate Costume Designer and a stylised photoshoot at Her Majesty’s Theatre, images that became the Hawes & Curtis’ main campaign for Winter ‘23.

The activity was supported by counter-top signage across the UK stores and themed window displays at key sites including Jermyn Street.

Royal Museums Greenwich

Partnered with The Telegraph

As the preferred supplier of theatre experiences to The Telegraph’s loyalty platform, Bicycle has a long history of delivering cost-effective promotional campaigns with this leading media title.  To help promote Royal Museum’s Greenwich’s Tudors to Windsors exhibition we worked with the paper to host a subscriber giveaway to win a holiday to Greenwich.

The Telegraph delivered multiple quarter page ads, emails to the subscribers, data collection for the client and additional editorial puffs in Stella Magazine all driving readers to enter the competition.