PR & Marketing · Sadler's Wells Theatre, London · 2022
Hideki Noda is one of Japan's most celebrated theatre directors, but Noda Map hadn't performed in London since 2006. For their return, they wanted to fill Sadler's Wells — no small task for a Japanese-language production — drawing both existing fans and audiences who'd never heard of them.
The campaign needed to work on two tracks: reaching the UK's Japanese community and Japanophile audiences, while making the case to mainstream arts audiences that this was unmissable. Queen's music at the heart of the show opened doors — but it also meant careful navigation of a complex stakeholder landscape, including Sony Music Entertainment and a high-profile Japanese cast.
— Secured a press trip to Japan, resulting in two major Guardian features
— Built a targeted programme of partnerships with Japanophile media and organisations across the UK
— Managed relationships with Queen, Sony Music Entertainment and the Japanese cast and producers throughout
76 pieces of coverage reaching a combined audience of over 821 million, including The Guardian, The Times and Time Out. The run sold out completely — the first complete sell-out at Sadler's Wells in three years. Press night brought Jimmy Choo, Charity Wakefield and Hajime Hayashi, Japanese Ambassador to the UK. We've since worked with Noda Map on the sell-out run of Love in Action in 2024 and -320 in 2026.
“They proved one of the most effective, modern and competent teams, and we hope to have the pleasure to work with this young dynamic team again.”
Eiji Mihara, Co-Producer, Noda Map
To discuss your project, get in touch at team@mobiusindustries.com.