Suggestions required - Ticketing website

Suggestions required: Theatre news, reviews, interviews tickets website - where all ticket links go to third-party ticket supplier. On our website a `page` is created for each show and ticket booking link added - target phrase for our page "Showname tickets" etc Question: for news, reviews, interviews - should there be a link on THAT `page/post` only to the internal ticket `page` (and what anchor text? show name?) AND/OR should there also be an external ticket booking link to the external link on each news, review post? (this is the option I am currently using as it seems to be the best option for users, although target traffic for news about a show is not the same as target traffic for show tickets) Opinions gratefully received. :)