Double Take at the Adelaide Fringe: launching a New York mime show in Australia

PR · Ayers House, Adelaide · Adelaide Fringe 2026

The challenge

Double Take is a non-verbal, physical-theatre collaboration between New York’s Dutch Kills Theater Company and Broken Box Mime Theater (BKBX), blending mime, movement and imaginative visual storytelling across a series of short, self-contained scenes that play with perspective and reinterpretation. It ran at Ayers House from 20 February to 8 March 2026. This was Mobius’s first campaign at the Adelaide Fringe — bringing more than twenty years of Edinburgh festival PR to a new festival and a new media market. The task: get a wordless show, and two international companies still new to Australian audiences, noticed in a programme of thousands.

Our approach

We paired our festival press team with local knowledge, working with Australian senior publicist Hayley Goodlich and sending Annabelle Mastin-Lee to Adelaide as an official festival delegate. We began in November, drafting the strategy and press release ahead of the programme launch on 5 December, and positioned Double Take across national, local, festival and arts media — briefing critics on a show that transcends language and drawing on the companies’ pedigree, including BKBX’s New York Innovative Theatre Awards. More on how the festival works in our piece on how Adelaide shapes shows before they reach Edinburgh.

What we did

— Pitched previews, features, interviews and reviews from late November through the festival
— Secured reviews across UK and Australian arts and festival press
— Booked a broadcast interview on Coast FM and a written interview in Binge Fringe Magazine
— Landed a feature on BroadwayWorld and a preview in Fest Magazine’s Adelaide edition

Results

14 pieces of coverage reaching a combined audience of 4.43 million, at an average domain authority of 48 and an estimated 70,300 views. Six published reviews included a five-star notice from InReview (InDaily, Inside South Australia), The List and Glam Adelaide, plus a further five stars in Binge Fringe Magazine. Other highlights ranged from a feature on BroadwayWorld to broadcast on Coast FM and a preview in Fest Magazine’s Adelaide edition.

“Mime, redefined” — Jo Laidlaw, InReview / InDaily (★★★★★)

This campaign was led by Annabelle Mastin-Lee, PR Account Manager at Mobius.