York agency partners with local theatre for Canada flight giveaway

York-based agency Heritage Collection Travel has partnered with production company York Stage to gift one theatregoer a pair of return flights to Newfoundland, Canada.

 

The ‘Golden Seat’ giveaway will take place during the run of Come From Away at York’s Grand Opera House from April 10-18, with the winner selected at random by their seat number during one night of the tour. 

 

The prize includes two return WestJet flights to St John’s International Airport, gifted by Heritage Collection Travel, as well as a champagne consultation at the agency’s shop on Goodramgate to make additional plans for the Canada itinerary should the recipient wish.

 

Heritage Collection Travel will host a stand in the foyer for each night of the production, providing brochures and complimentary consultations to theatregoers. 

 

The agency will also host 20 of its top clients for one night of the run, holding drinks at a nearby wine bar before the show.

 

Heritage Collection Travel managing director Michael Davies said the partnership felt like a “great opportunity to get our name out there locally”.

 

He told Aspire: “We did a [social media-only] competition last year [for clients] to win tickets to New York, and it did boost our Instagram following from 200 to 2,300 but it has since dropped down to 1,700, and we didn’t really know if we’d engaged with people. 

 

“On top of that, the winner was from Essex so they would never actually come into the shop. This is much more localised with a local data group.”

 

He added: “I think customers really respond now to local independent companies. We’re really proud of our relationships with our client base and York Stage has similar relationships with their customers, so tapping into that network of fellow independent businesses can be really beneficial.”

 

Come From Away is centred around the true story of 7,000 airline passengers who were diverted to the small town of Gander, Newfoundland, in 2001, and how the local community responded. 

 

The musical has a personal connection to Davies, whose actress wife, Lana, is set to play a lead role in the production at York’s Grand Opera House. 

 

“The story is travel-related, and it’s so uplifting and positive that as soon as I heard they [York Stage] were doing it, I knew I had to support it,” he said.

 

"The main focus is a brand awareness exercise and getting conversations with people who might not have thought of using a travel agent before. As marketing goes, I’ve been really excited about it.”

 

Kevin Coundon, marketing director at York Stage, added: “Partnering with Heritage Collection Travel allows us to connect York directly to Newfoundland in a tangible way. We hope this moment inspires people to carry that spirit of kindness beyond the theatre.”