Entertainment agency, aka, has recently brokered a partnership between the internationally acclaimed musical, Billy Elliot, and the luxury hand-cooked crisp brand, Yorkshire Crisps.

During February and March 2012, an online competition to win a theatre trip to London will be promoted across 250,000 units of Yorkshire Crisps’ three most popular flavours – Natural Sea Salt, Cheddar and Caramelised Onion and Chardonnay Wine Vinegar.

As well as tickets for the show, the winner and a friend will also enjoy dinner and a night’s stay at the Park Plaza Victoria; complimentary champagne, souvenir programmes and travel expenses; as well as Yorkshire Crisps. The competition will close on 30th April 2012.

aka designed the on-pack creative and will be the sole handlers of competition entrant data. aka was first appointed by the hit West End show in 2005 providing full media and marketing, promotion, digital, creative and ticket selling services.

Charlotte Thomson, head of promotions and marketing at aka, says: “Yorkshire Crisps is a perfect partner for Billy Elliot, both are high quality brands which are proud of their northern roots. London’s West End is highly aspirational, desirable and a great platform for brands to connect with an engaged audience by offering attractive, money-can’t-buy prizes and experiences.”

aka is the leading marketing and promotions agency for the arts, entertainment and cultural events. For more information visit www.akauk.com