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A shake-up in the marketing team at Ambassador Theatre Group?s (ATG), the UK?s second largest theatre group and one of the country?s foremost theatre producers, will see Pat Westwell, Group Head of Marketing for ATG, working with Elaine McGowan, founder director of communications agency McCabes who has now joined ATG.

The company?s London and touring productions will be given a boost as its marketing and sales functions are further integrated, and the role of its West End Sales Ambassadors ? a field sales force which works with groups such as sports clubs, Women?s Institutes, social groups, and firms ? is increased. Direct selling initiatives have increased sales by 57% over the last year, prompting further development of the Group Sales and Telemarketing teams, an expansion of the Call Centre facility and additional ticketing agencies being established in London and the suburbs. ATG?s 15,000-member West End Membership Scheme, is also being reviewed, aiming to add more value to the membership and boost recruitment. Relationships with companies including Orange, Nectar, WH Smith, Saga, Past Times, and Laura Ashley, are being set up to increase sales channels and grow the customer base. A partnership has also been established with the English Bridge Union, the official governing body in England for 1,000 affiliated bridge clubs which provides facilities, tournaments, tuition and information for over 90,000 players. The partnership will see bridge events hosted by ATG venues, with competitions being held in the afternoon, followed by a show in the evening. There will also be theatre previews, information and ticket offers in the EBU magazine and on the website, to promote ATG theatres and co-productions.