The deal with Newcastle Theatre Royal was won in a competitive tender involving a number of local and national print and print management groups and includes the production of around 1m items a year, half of which will be mailed.

Previously the theatre’s print and mailing were handled separately, but the deal, which is a new business win for Cramlington, Northumberland-based Potts, brings both elements together.

The first job covered by the £100,000-plus a year contract, a seasonal brochure, was produced at the end of March.

“Potts bowled us over with their pitch,” said Jo Kirby, director of marketing and sales at Newcastle Theatre Royal.

“As one of the UK’s most important theatres we produce and mail a vast quantity of publicity material every year, and we need a company that we can trust implicitly to deliver for us both on volume and quality. We are confident that Potts, one of the most respected and longest established print companies in the UK, won’t disappoint.”

The theatre presents more than 400 performances every year, attracting a total audience of more than 365,000 people.

“We’ve always been a good supplier to the visual and performing arts in the North East and this is another example of us using our proven expertise and experience,” said Potts sales director John Conway.

“This is a highly valued print and direct mail contract with the opportunity to develop a long-term relationship with the theatre and its sales and marketing team. It’s a great meeting of minds; we share a rich history in the region with a strong commitment to innovation and environmental stewardship.”

Conway also hinted that the 160-staff, £14m-turnover business hoped to unveil further significant contract wins in the coming months.

Potts was founded in 1875 and provides litho and digital print, bespoke packaging, direct mail and storage and distribution to a wide range of clients across the private and public sectors.