Thelondonpaper has partnered with the Soho Theatre to launch a new initiative aimed at teaching people how to become stand-up comics. Thelondonlaugh project has been devised to give readers comic respite from the current economic gloom.
Readers of the News International free newspaper will be given the chance to attend comedy master-classes and gigs, to help improve their comedy skills or teach them public-speaking techniques.
As part of the 12-month partnership, there will also be a series of secret comedy shows, which are being sponsored by men’s clothing retailer Burton, where both the comedian and location will be withheld until the day of the performance. Readers will be given the opportunity to receive the information via text.
A competition to find the funniest Londoner, thelondoncomic, has also been launched. The winner will be selected by an expert comedy judging panel and thelondonpaper’s readers.
Nicole Refson, head of marketing at thelondonpaper, says: “One of the challenges when marketing a free product is driving loyalty among a notoriously hard-to-reach, under-35, commuting audience.
“In the past month, thelondonpaper has launched two initiatives – the other being a recycling initiative with Crussh – which adds even more value to an already free product.”