Top West End shows join Mayor’s ‘London is Open for Summer’ campaign in celebration of British theatre

  • Campaign backed by Disney’s Aladdin, Harry Potter And The Cursed Child, Mamma Mia, Wicked, Matilda The Musical, An American in Paris, Dreamgirls, Kinky Boots, Les Misérables and many more
  • Over 14.3 million people visited the West End last year, compared to 13.2 million on New York’s Broadway
  • Kids Week kicks off in Theatreland

LONDON–London’s status as the global leader for theatre was today celebrated by a host of top West End shows, as they came together to support the Mayor of London’s campaign to tell the world #LondonisOpen (that London is open for summer).

Shows including Disney’s Aladdin, Harry Potter And The Cursed Child, Mamma Mia, Royal Shakespeare Company Matilda The Musical, Les Misérables, The Phantom of The Opera, The Kite Runner, Half A Sixpence, Stomp and Wicked all joined forces by creating their own videos to show their collective support for the Mayor’s #LondonisOpen campaign and to encourage visitors to come and experience the magic of live theatre in the famous West End

The content, posted simultaneously on social media today, was designed to celebrate some of the fantastic productions on stage over the summer months and offers an exclusive sneak peek of backstage life, as cast members cheered and serenaded their passion for the campaign.

London has demonstrated great resilience, unity and spirit in recent months following the terrible events at Westminster, London Bridge, Finsbury Park and Grenfell Tower. The Mayor has launched the ‘London is Open for Summer’ campaign to reassure visitors to the city that the capital remains open to all with a diverse range of events, attractions and shows for everyone to enjoy.

The Society of London Theatre’s box office figures show that over 14.3 million people visited the West End last year, compared to 13.2 million on New York’s Broadway, demonstrating another strong and robust year for London theatre.



‘HALF A SIXPENCE’: Cast of the musical (reviewed by StageZine on our U.K. visit) at West End Live 2017. Photo: Pamela Raith Photography



As the West End gears up for another busy summer period, Theatreland prepares for the annual Kids Week celebrations which returns throughout the month of August.  Kids Week, one of the world’s longest running audience development initiatives, encourages young people to experience live theatre. A child aged 16 or under can go free to any participating show when accompanied by an adult paying full price. Kids Week 2017 has already issued over 150,000 tickets with more than 85,000 tickets remaining for children and families across August.  

The Mayor of London, Sadiq Khan, said: “Whether you’re looking for fringe theatre or the bright lights of the West End, London really is a global leader for world-class theatre. With some of the greatest musicals, drama and dance making their mark on our West End – from Wicked and Harry Potter and the Cursed Child to Les Misérables and Matilda – it is little wonder that London’s Theatreland is an enormous draw for visitors and talent from around the world.

“There are fantastic opportunities for families to experience the thrill of a show-stopping performance over the coming weeks, with Kids Week providing free tickets for children. I’m saying loud and clear – London is open for business, creativity, ideas, talent, and open to everyone this summer.”

Miranda Hart, currently playing Miss Hannigan in Annie at the Piccadilly Theatre, said: “There is nothing quite like London’s West End in the Summer. Theatreland really comes alive and the atmosphere in the theatre each evening is electric. I love the energy of a London audience; it’s so unique and can’t be beaten.”

Kenny Wax, President of the Society of London Theatre said:London is the theatre capital of the world, welcoming over 14 million people a year and home to the most gifted on and off stage talent. London’s Theatreland continues to thrive because of its inclusiveness to all and this year we will once again open our doors to a new generation of theatre fans and introduce them to the magic of live theatre through Kids Week, our annual initiative that offers free tickets to children 16 and under throughout August.”



’42ND STREET’: The cast of the superb revival (recently reviewed by at West End Live 2017. Photo: Pamela Raith Photography

To coincide with the West End activity, London & Partners, the Mayor’s official promotion agency, has launched a summer campaign on, which is designed to encourage visitors to discover all the great things the city has to offer during the Summer months. It contains several fantastic ticket offers ranging from top London attractions, to experiences, restaurants and bars. All of which can be incorporated into a visit to the theatre.

Promotional offers include the likes of London Transport Museum, Merlin Entertainment, Jamie’s Italian London Restaurants, Planet Hollywood and Scoff and Banter to name a few.*

 About #LondonIsOpen

 #LondonIsOpen will show the world that London remains entrepreneurial, international, and full of creativity and possibility, while reassuring the more than one million foreign nationals who live in London that they will always be welcome, and that any form of discrimination will not be tolerated.

The Mayor is urging all Londoners, organizations and businesses to show their support for the #LondonIsOpen message via social media, through other creative ways. The starting idea for the campaign is built around London opening its doors to welcome people in, and will encourage people to use this as a platform for their own contributions.

The #LondonIsOpen campaign launched with a simple creative: Londoners opening their doors. The ‘Doors film’ has received more than 2.3m views and has inspired hundreds of individuals and organizations to create their own version.

 About London & Partners and is the official visitor guide to London and is run by London & Partners, the Mayor of London’s official promotional agency. London & Partners’ purpose is to support the Mayor’s priorities by promoting London internationally, as the best city in the world in which to invest, work, study and visit. is a comprehensive resource for everything that is happening in London. At any one time, this includes 20,000 event listings, plus content designed to inspire and assist visitors. Each month attracts more than 3.5m visits and its social media channels have 1.75m followers.

West End shows that are involved in the London is Open campaign (links included to shows recently reviewed by;

·         42nd Street, Theatre Royal Drury Lane

·         Around The World In 80 Days, Cadogan Hall

·         Bat Out Of Hell The Musical, London Coliseum

·         Disney’s Aladdin, Prince Edward Theatre

·        Dreamgirls, Savoy Theatre

·         Five Guys Named Moe, Marble Arch Theatre

·         Follies, National Theatre

·         Gangster Granny, Garrick Theatre

·         Girl From The North Country, Old Vic

·         Half A Sixpence, Noel Coward Theatre

·         Harry Potter and the Cursed Child, Palace Theatre

·         Kinky Boots, Adelphi Theatre

·         Les Misérables, Queen’s Theatre

·         Mamma Mia, Novello Theatre

·         Matilda The Musical, Cambridge Theatre

·         Motown The Musical, Shaftsbury Theatre

·         Our Ladies of Perpetual Succour, Duke Of York’s

·         Rabbits, Park Theatre

·         Stomp, Ambassadors Theatre

·         Summer In London, Theatre Royal Stratford East

·         The Comedy About A Bank Robbery, Criterion Theatre

·         The Kite Runner, Playhouse Theatre

·         The Mousetrap, St Martin’s Theatre

·         The Phantom Of The Opera, Her Majesty’s Theatre

·         The Play That Goes Wrong, Duchess Theatre

·         The Woman In Black, Fortune Theatre

·         The Wind In The Willows, London Palladium

·         Twilight Song, Park Theatre

·         Touch, Soho Theatre

·         What The Ladybird Heard, Lyric Theatre

·         Wicked, Apollo Victoria

About SOLT

SOLT is the not-for-profit organization representing the London theatre industry. The organization produces the Olivier Awards and West End LIVE and runs audience development initiatives including Get Into London Theatre and Kids Week which runs throughout August.

 *Participating venues, attractions and experiences involved with the campaign.

More information can be found on the Visit London website here.

What’s On

Over 40% off top London attractions with the London Explorer Pass (

28th July to 31st August 2017

20% off all London Stadium Tours

22nd August 2017 to 31st March 2018

20% off Thamesjet Tickets throughout the World Athletic Championships

14th July to 13th August 2017

20 % off 24-hour Hop-on-Hop-off River Pass 

14th July to 13th August 2017

Save 10% on cookery classes  

13th June to 31st August 2017

20% off tickets to London Fashion Week Festival (Ecx LUXE)  

21st September to 24th September 2017

Food and Drink

Tea and a complimentary bottle of prosecco for two at Scoff and Banter

4th April to 31st July 2017

25% off afternoon tea at Burger and Burgundy Podium

4th July to 31st July 2017

Bottomless Fridays at Boisdale of Canary Wharf

13th June to 31st August

Soul Friday with Free Flowing Fizz at Boisdale of Canary Wharf

23rd May to 31st August 2017

Weekend Brunch at Savini Criterion with bottomless prosecco

4th July to 27th August 2017

Save 15% on Sunday Brunch at Boisdale of Canary Wharf

13th June to 31st August 2017

Save 20% on your food bill when you dine at Bubba Gump Shrimp Company 

13th July to 13th August 2017

20% off on food/soft drinks and merchandise at Planet Hollywood London  

4th April to 31st December 2017

Kids eat free at Jamie’s Italian London restaurants

Hotels and experiences

Save 10% at St. James’ Hotel and Club 

14th July 2017 to 10th September 2017

Save 20% at InterContinental London, The O2

20th June to 10th September 2017

15% off on all day tours by car and driver guide with British Tours

12th June to 20th December 2017

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