PR & Marketing · Southwark Playhouse, London · 2026
MILES. had earned exceptional reviews at Edinburgh, but transferring that momentum to London meant finding three quite different audiences: older jazz enthusiasts, theatregoers following the show's Fringe reputation, and younger participants in the contemporary jazz scene. Getting all three into the same room without alienating any of them required some care.
We designed the campaign so each strand reinforced the others. Jazz credibility gave the show authority with theatregoers. The theatrical profile opened it up to younger audiences who'd have been harder to reach through jazz channels alone. The Edinburgh reviews were the hook — the job was making sure the right people saw them.
— Built partnerships with specialist jazz media including One Jazz and UK Jazz News
— Developed relationships with record shops and lifestyle outlets to reach younger jazz audiences
— Ran a targeted community and interest-based campaign alongside focused digital advertising
— Used the Edinburgh reviews to drive presales aggressively ahead of opening
78 pieces of coverage reaching a combined audience of over 371 million, with features and interviews in the Guardian, The Times, BBC Radio London and Soho Radio. Strong presales from the start. The show sold out completely.
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