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. 

Joseph and the Amazing Technicolor Dreamcoat

Partnered with Joy

To reach a young, urban and fun-loving demographic we partnered this West End musical with the retailer Joy.

The collaboration included instore signage, postcards and window vinyls across 17 sites. Online, email and social messaging promoted a nationwide competition.

At key locations the brand worked with the production to build eye-catching and colourful window displays in the run up to the show’s opening week.