In-house marketing support for Jermyn Street Theatre
Jermyn Street Theatre has one of the most devoted audiences in London fringe theatre — a loyal, passionate base that fills houses for the shows they know and trust. But the team wanted to push beyond that. When Jermyn Street Theatre brought Mobius on board across 2023 and 2024, the goal was clear: support the in-house marketing team, sharpen the social media strategy and push beyond the existing audience to reach younger, more diverse theatregoers who hadn't yet discovered one of London's most successful spaces.
Mobius worked in close collaboration with Jermyn Street Theatre's existing marketing team — not replacing what was working, but building on it. The strategy centred on two parallel goals: converting new and younger audiences in the short term, while leaving the in-house team with the skills, frameworks and confidence to sustain that growth independently.
Social media was transformed through a shift toward new content styles and formats — giving the theatre a fresher, more dynamic presence capable of reaching audiences who discover theatre through their feeds rather than their inboxes.
Influencer marketing was introduced as a new strand of activity, bringing Jermyn Street Theatre to the attention of younger theatregoers who might not have previously considered fringe theatre as part of their cultural lives. By identifying the right voices — credible, culturally engaged and genuinely connected to younger London audiences — Mobius opened doors that traditional marketing couldn't reach.
Print distribution and targeted brochure drops extended the campaign's physical presence, putting Jermyn Street Theatre's programming in front of the right people in the right places — a carefully planned distribution strategy that complemented the digital activity.
Grassroots outreach was another area where Mobius added lasting value — not just running the activity but teaching the in-house team how to execute targeted community outreach effectively, leaving Jermyn Street Theatre with skills and frameworks they could continue to use long after the engagement ended.
The Christmas runs became a particular focus — high-profile, high-potential productions where strong campaign execution could make the difference between good houses and sell-outs.
Both Christmas runs sold out. Across the 2023 and 2024 seasons, multiple productions achieved sell-out status — testament to a campaign that converted new audiences while keeping the loyal base fully engaged. Social media activity increased significantly in both volume and effectiveness, with new content styles driving stronger reach and engagement across platforms. And crucially, Jermyn Street Theatre's in-house team left the engagement stronger, more confident and better equipped to sustain the momentum.
This campaign was led by Anne Dillow, Head of Marketing at Mobius.
To discuss your project, get in touch at team@mobiusindustries.com.