PR · Summerhall, Edinburgh · 2025
The Butterfly Who Flew Into the Rave is an hour of near-continuous dance from New Zealand choreographer Oli Mathiesen, performed with Lucy Lynch and Sharvon Mortimer and set to hard techno. It came to Summerhall for its UK premiere with a strong reputation in New Zealand and Australia but little profile with UK audiences and critics. The task was to establish it quickly in a crowded dance and physical-theatre programme and to turn early interest into national reviews.
We positioned the show as one of the dance highlights of the Fringe, leading with its physical ambition and its rave-culture subject. We pitched previews and features to national and arts press ahead of the run, briefed the main dance critics early, and used the clubbing and LGBTQIA+ angles to widen coverage beyond the dance pages.
— Secured preview coverage across national and arts press ahead of opening
— Briefed and booked dance critics from the Guardian, The Stage, Fest and The Skinny
— Placed the show in LGBTQIA+ and Fringe best-of round-ups to reach beyond the dance audience
52 pieces of coverage, including 18 reviews, reaching a combined audience of 623 million. Four-star reviews from the Guardian, The Stage, Fest, The Skinny and The Wee Review, alongside a run of festival best-of lists.
“The Butterfly Who Flew Into the Rave review — mesmerising trio tear up the dancefloor” — The Guardian
“A hypnotic experience … a euphoric celebration of rave culture” — The Stage
This campaign was led by Annabelle Mastin-Lee, PR Account Manager at Mobius.
More Edinburgh Fringe case studies: Xhloe and Natasha, Dugsi Dayz, It’s A Motherf*cking Pleasure, Who Do Ya Love?, MILES..
To discuss your project, get in touch at team@mobiusindustries.com.