PR & Marketing · Southbank Centre, London · 2024
Kalabante had a strong international reputation and a Fringe following, but this was their first major London engagement. The Southbank is a high-profile stage. The show deserved an audience to match — including communities that mainstream arts marketing tends not to reach.
We ran three parallel campaigns in effect: one for core circus and physical theatre audiences, one for the broader London what's-on market, and one targeting diaspora communities from Francophone Africa. The third was the most important and the most easily done badly. We made sure it wasn't.
— Ran a press and influencer campaign including a photoshoot stunt that generated wide national coverage
— Delivered a tightly targeted digital advertising campaign
— Distributed print and flyposters across relevant community locations
— Undertook grassroots outreach to reach diaspora audiences through the right channels and trusted voices
80 pieces of coverage reaching a combined audience of nearly 38 million, split equally between press and social media, with features in The Times, Daily Telegraph and Guardian in print and Time Out online. The run sold out. The audience was described as one of the most diverse seen at the Southbank in years.
“Best show ticket sales ever. We loved your professionalism!”
Kalabante Productions
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