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Capital Theatres & Les Misérables

It’s a big day for our client, Capital Theatres and our agency as Les Misérables opens in Edinburgh tonight. The world’s longest running musical has returned to Scotland!

Festival Theatre Edinburgh will be home to this incredible musical for the next 4 weeks. Cole AD ran a media planning and buying campaign across Scotland to promote ticket sales for launch day and then at key stages in the build-up to opening night.

Our agency bought media space covering key outdoor sites in Edinburgh. This included train stations, bus advertising then digital screens on Princes Street & Waverley Station. Furthermore we used local radio stations, plus newspapers Scotland-wide too.

We worked closely with the Capital Theatres team to track sales and tweak the media schedules to ensure the coverage was strong and tickets were continuing to sell well.

The Results

Capital Theatres celebrated their biggest ever show ‘on sale’ day with nearly 12,000 tickets sold on the first day of release in March 2018. This was over 4 times the previous record set when Miss Saigon went on general sale in November 2016 – yes, we worked on that campaign too.

By late November 2018 the show had sold out of tickets for the 26 day run!

“This is the third Cameron Mackintosh musical Cole AD have worked with us on and each time they have helped to grow sales, creating a huge success at the box office. Stephen Cole & team are always on hand with great ideas and advice.”

Sam Goldblatt, Senior Marketing Executive, Capital Theatres

“Big thanks to the team at Capital Theatres and the show producers, Cameron Mackintosh, for giving us this opportunity. From the launch date success of 12,000 ticket sales on day 1, we knew we had to keep up momentum. Our target was to sell out every performance by Christmas, yet we managed to beat this by 4 weeks. It was a brilliant media campaign to work on and we hope audiences love the show!”                           

Stephen Cole, Managing Director, Cole AD

Eager to see the show? All may not be lost, as in the theatre world late release tickets sometimes become available, so visit

Merci beaucoup et bonne chance!