PR · Assembly George Square, Edinburgh · 2024
Who Do Ya Love? is the official KC and the Sunshine Band musical, produced by ATG Productions with Gavin Kalin Productions and LPO — a 1970s Miami disco show having its first outing at the Edinburgh Fringe ahead of a planned West End life. The job was to launch a brand-new commercial musical at a festival known for smaller work, build word of mouth, and set it up for its next step.
We treated the Fringe run as a launch. We led with an exclusive casting announcement to national and industry press, then ran a full-festival campaign of previews, interviews and reviews, keeping the show visible across the run and building the case for the transfer.
— Broke the casting with an exclusive to WhatsOnStage
— Secured previews in the Guardian and Fest and features across arts and trade press
— Booked broadcast interviews on BBC News Scotland, BBC Radio Scotland and Greatest Hits Radio
— Ran the reviews campaign across national, Scottish and musical-theatre press
47 pieces of coverage reaching a combined audience of 797 million. Four-star reviews from the Scotsman, Fest and Broadway Baby, an exclusive casting story with WhatsOnStage, and previews in the Guardian.
“The KC and the Sunshine Band musical should keep it comin’” — WhatsOnStage
“Bound for the West End … makes a virtue of the jukebox format” — Fest
This campaign was led by Annabelle Mastin-Lee, PR Account Manager at Mobius.
More Edinburgh Fringe case studies: Xhloe and Natasha, The Butterfly Who Flew Into the Rave, Dugsi Dayz, It’s A Motherf*cking Pleasure, MILES..
To discuss your project, get in touch at team@mobiusindustries.com.