First Call alters image to support expansion

Harrison Patten Troughton Brand Response has been appointed to reposition the theatre ticket agency, First Call, as it expands into new areas.

Harrison Patten Troughton Brand Response has been appointed to

reposition the theatre ticket agency, First Call, as it expands into new

areas.



HPT will be responsible for all advertising and direct marketing. It has

already begun work for the client on internal communications launched

last week and a mailing to existing customers going out this week.



First Call provides more than two million tickets each year, mainly to a

theatre-going audience, and aims to extend its business into other areas

such as rock concerts, sports events and travel.



HPT’s brief is to communicate that both internally and externally. First

Call was recently bought by International Loyalty Group, the company

that set up Air Miles before selling the scheme to BA.



The campaign will initially run through direct mail, the national and

listings press and tube tickets, although HPT is also looking at less

conventional media.



The theme is to combine two diverse areas of First Call’s remit into one

image.



In the first of four press and poster executions, a Scotsman is standing

on an air vent, having his kilt blown up Marilyn Monroe-style, with the

line, ’For tickets to everywhere from New York to the Highlands.’



The second execution shows a skull, wearing black spectacles, being held

up by a Shakespearian hand - and the line suggests that First Call can

provide tickets for everything from Buddy to Hamlet.



The green hairdo of the Prodigy’s singer, Keith Flint, appears on the

next execution atop the body of a conductor, offering tickets from the

Prodigy to classical concerts.



Finally, an enormous rugby player is shot from the back wearing a shirt

emblazoned with ’Terminal 4’, offering tickets for everything from big

matches to short breaks.



All the work was written by Xanthos Christodoulou and art directed by

Brian Storey.



Martin Troughton, HPT’s managing partner, said: ’First Call is an ideal

client for us because its original brief was to provide a brand idea

from which all of its communications would proceed.’



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