Marketing campaigns at Soho Theatre, Southwark Playhouse, Underbelly Boulevard and Edinburgh Fringe, 2023 - 2024
Damien Warren-Smith's Garry Starr is one of Australia's most distinctive physical comedy characters — but building and sustaining a loyal audience across multiple London venues and Edinburgh Fringe runs requires more than word of mouth. The goal was to drive ticket sales, grow a dedicated audience base and support venue marketing teams.
The most significant challenge came with Greece Lightning at Southwark Playhouse — Damien's longest London run to date, landing over the Christmas period. Competing with seasonal programming in a market where audiences default to festive fare meant the campaign needed to work harder and smarter to fill houses.
Mobius delivered an integrated marketing campaign spanning digital advertising, comedy media outreach and grassroots physical theatre audience development.
Digital advertising across Meta and Google targeted comedy audiences with precision — reaching fans of physical comedy, clowning and character-led performance in London and Edinburgh with creative tailored to each venue and run.
Comedy publications and media extended reach beyond core theatregoers into the wider comedy community — audiences who might not regularly attend theatre but would cross over for the right show.
Grassroots outreach to physical theatre audiences ensured the show reached the more discerning, arts-literate crowd who appreciate the craft and technique behind Garry Starr's work — a secondary but highly valuable audience for long-run sustainability.
Close collaboration with venue marketing teams at Soho Theatre, Southwark Playhouse and Underbelly Boulevard ensured Mobius activity amplified rather than duplicated in-house efforts — maximising every marketing pound across the campaign.
The Edinburgh Fringe run sold out. London seasons across Soho Theatre, Southwark Playhouse and Underbelly Boulevard delivered strong houses — with the Christmas run at Southwark Playhouse performing against the odds in a traditionally challenging season for non-festive programming.
"Team Mobius have been an absolute dream to work with. I couldn't imagine doing a UK season without their help ever again."
— Damien Warren-Smith, Garry Starr: Greece Lightning, 2023
To discuss your project, get in touch at team@mobiusindustries.com.