London Theatre Direct has launched a new ticketing and advertising partnership with The Theatre Café and London Theatre Bookings.

The Theatre Café is a multi-award winning stagey coffee shop situated in the heart of London’s Theatreland.

London Theatre Bookings’ ticket shops are the go-to place for personal callers to access day rates and exclusive offers and provide essential outlets for on-the-day ticket inventory.

By partnering with London Theatre Direct, The Theatre Café and London Theatre Bookings will utilise London Theatre Direct’s best in class b2b distribution and API technology, and will enable theatrical producers and marketing agencies to continue to access the marketing opportunities and benefits that West End retail presence provides.

Joe Davey, Director of London Theatre Bookings and founder of The Theatre Café, said: “We’re proud of the service that The Theatre Café and London Theatre Bookings offers theatres, producers and our customers. We’re delighted to be partnering with London Theatre Direct, who we view as having the most innovative technology and a shared vision for our industry. I look forward to a successful partnership together.”

Francis Hellyer, Joint-CEO at London Theatre Direct, added: “We’re delighted to welcome London Theatre Bookings and The Theatre Café as partners and look forward to working with Joe and his team to ensure the much loved The Theatre Café and London Theatre Bookings brands deliver access to fantastic West End shows and a great customer ticket buying experience as we help get theatres open and bring both domestic and international audiences back into the West End.”