The Tempest at Shakespeare North Playhouse
Following my work on Shakespeare North Playhouse’s summer season I was given an opportunity to manage the marketing campaign for their in-house Autumn production of The Tempest, co-produced with The HandelBards.
I began by putting together a campaign plan which aimed to utilise existing audiences on the Shakespeare North Playhouse database and giving the show regional exposure to draw in audiences outside of the database.
I worked with a local designer to develop an A5 flyer and poster design for the show and then worked with Culture Calling to identify relevant cultural organisations in Manchester and Liverpool to drop the flyers and posters. I also liaised with Clear Channel in the Liverpool City region to book Out of Home digital advertisement plus I worked alongside Stick Up media to secure poster advertising on Merseyside trains for the month of the show’s run.
For print advertising I allocated a portion of the budget to take out ad packages in the Liverpool Metro who ran a series of adverts in the month leading up to the opening night, this was backed up by organic editorial in the Metro.
Internally I utilised the Playhouse’s database, ensuring any previous attendees of HandleBard performances were targeted through email advertising, plus I also targeted audience members who had previously booked an in-house production from Shakespeare North Playhouse. Once I learned more about the ‘fringe’ style nature of the show I also engaged people who had attended the venue’s Heading North Fringe Festival earlier that year.
We continually updated content throughout the campaign, beginning with cast announcements, then rehearsal shots and production images. This content creation culminated in a rehearsal trailer and a production trailer which we’re utilised for Meta advertising.
I also worked with The Liverpool Guide to capture Vox Pops, this was then shared organically on The Guide’s Instagram channel with a collab with Shakespeare North.
Key Takeaways from The Tempest
Working with several external companies to book in and ensure region wide coverage
Taking the time to identify and target key audience segements
Continually creating and using marketing collateral.
Find out more about Shakespeare North Playhouse here: https://shakespearenorthplayhouse.co.uk