PR · Zorlu PAC, Istanbul · 2026
Zorlu PAC, Turkey's largest dedicated performing arts venue, staged a new Turkish-language production of Arthur Miller's Death of a Salesman in Istanbul, directed by Sir Rufus Norris in one of his first productions since leaving the National Theatre. Mobius was asked to run the UK press campaign. The task was an unusual one: build UK media interest in a show performing in Turkish, in Istanbul, that British audiences could not travel to see. The clearest hook for UK press was Norris's return to directing after standing down from the National.
We led with that angle and built the campaign around it. We drafted and issued a press release to coincide with the late-March opening, then focused on securing interviews and features across the run, which closed on 16 June. With budget available, we arranged a press trip to Istanbul so UK journalists could meet the company, tour the venue and see the production for themselves.
— Drafted and distributed the announcement press release to open the campaign
— Pitched interviews with Rufus Norris and the creative team to UK national and arts media
— Arranged and hosted a press trip to Istanbul for the Guardian and the Stage
— Secured cast interviews with Halit Ergenç and Zorlu PAC's Filiz Ova across UK arts titles
Fourteen pieces of UK coverage, reaching outlets with a combined audience of 137 million and an estimated 342,000 views. The press trip delivered a Guardian feature in print and online and a Stage interview with Norris, both off the back of the Istanbul visit. The Financial Times ran a feature on Arthur Miller, in print and online, that drew on the production. Broadway World, Theatre Weekly, West End Best Friend and other titles carried the announcement and cast interviews — a strong national result for a show playing entirely in Turkish.
“The Mobius team proved to be an outstanding partner, bringing not only strong media relations but also strategic insight and a highly proactive approach. We would highly recommend Mobius to any organisation seeking a trusted and effective international PR partner.”
Aynur Keskintürk, Zorlu PAC
To discuss your project, get in touch at team@mobiusindustries.com.