Marketing campaign, National Youth Theatre, Underbelly Boulevard Soho, Royal Festival Hall - 2026
The National Youth Theatre arrives at its 70th anniversary with an incredibly strong reputation amongst industry professionals. Our goal to reach beyond a loyal existing audience to traditional theatre bookers who might not yet know the company. With two major productions in 2026 — Dracula and their first West End show, Let the Right One In at Underbelly Boulevard Soho — plus a landmark anniversary celebration at Royal Festival Hall, this was NYT's biggest and most ambitious year in a generation.
Mobius delivered a full-scale integrated campaign across digital, out-of-home, print and paid media — with a clear strategic thread running through every element: use the data and audiences built on Dracula to fuel Let the Right One In, and use both productions to build the profile and anticipation for the Royal Festival Hall anniversary event.
Digital advertising across Meta and Google drove both productions to near sell-out, reaching NYT's loyal existing audience while pulling in new theatregoers who hadn't previously engaged with the company. Pixel tracking across both runs allowed Mobius to run highly efficient campaigns — and critically, to retarget Dracula audiences with Let the Right One In messaging, knowing the two shows shared significant audience crossover.
Out-of-home and print distribution campaigns used the productions' eye-catching artwork to build visibility across London — with street-level presence reinforcing the digital activity and reaching audiences in the moments between screens.
A high-visibility London Underground campaign across Tottenham Court Road, Piccadilly Circus and Leicester Square put Let the Right One In in front of the theatre-going public at the heart of the West End — an escalator takeover that announced NYT's first West End production with the scale it deserved.
A Humans of New York-style content series gave profile and personal context to the people behind the company — cast, creatives and the wider NYT community — creating compelling human stories that worked both organically and as paid social content, adding warmth and depth to the campaigns.
Close collaboration with the NYT marketing team ensured Mobius' activity amplified in-house audience development rather than duplicating it — with both teams working from the same data and towards the same goals throughout.
Both Dracula and Let the Right One In achieved more than 80% sales across both runs — with new audiences reached alongside NYT's loyal bookers, and a measurably bigger profile for the company in their 70th anniversary year. The success of the two productions led to Mobius working on NYT's landmark anniversary celebration at Royal Festival Hall, featuring high-profile alumni.
The Royal Festival Hall event campaign extended beyond digital into national press — with advertising placed in The Guardian, The Stage and Arts Professional, reflecting the scale and cultural significance of NYT's 70th year.
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