Brief:
To market this 2010 Christmas show by Birmingham Stage Company at the Bloomsbury Theatre, December 2010 and January 2011.

Method:
We worked to stretch the capacity of the small budget by building partnerships with a number of key titles via which we could lever excellent value for money in terms of exposure. A reader promotion in Time Out gave us a huge amount of free online and print advertising, a promotion via Guardian.co.uk‘s Extra reader offer service (again for free) gained presence on the front page of the Guardian website, exposure in the Observer’s print edition and access to their email list of 60,000. A promotion via Groupon London sent news of production to a database of over 1 million people. We placed a number of other promotions in other local London and regional titles to build exposure and reach the suburban networks of families.

Results:
The run sold 92% capacity; George’s Marvellous Medicine became the most talked about show on the Time Out website.