PR for Xhloe and Natasha at the Edinburgh Festival Fringe, 2024–2026.
Xhloe and Natasha are a New York-based writer-performer duo who have been making work together for over a decade — a scrappy, do-it-themselves company whose blend of clowning, physicality and pace has made them one of the most talked-about acts on the Fringe. Their shows explore American archetypes and questions of queerness and gender identity, and each one has won a Scotsman Fringe First. Across three festivals, the challenge has been to turn that critical reputation into national profile: to move the conversation beyond reviews and into previews, features and broadcast, and to build the company’s name — not just the individual shows — with theatre and arts press.
With a strong body of reviews already behind each show, we focused on preview and feature coverage of the company and the work, while continuing to book reviewers reactively through the venue. Our Edinburgh Fringe PR strategy placed Xhloe and Natasha inside the wider conversations of the festival — the timely angles, the themes, the parallels with other shows — so that they were part of its story rather than another name in the programme. That meant early exclusives with key arts titles, sustained pitching across national, Scottish, festival and arts press, and targeted outreach to LGBTQIA+ and American media where the work’s themes resonated.
In 2024 we worked on the Edinburgh Fringe and King’s Head Theatre runs of A Letter to Lyndon B. Johnson or God: Whoever Reads This First, a farcical exploration of American boyhood during the Vietnam War. The campaign secured 82 pieces of coverage, with previews in the Guardian, The Stage, the Evening Standard, WhatsOnStage and the Daily Telegraph, an interview with BBC News, and reviews in the Guardian, Playbill and Country and Town House. The show won a Scotsman Fringe First and continued its life beyond the festival — part of the duo’s journey from the Fringe towards the SoHo Playhouse and Soho Theatre.
In 2025 Xhloe and Natasha returned with all three of their Fringe First-winning shows in a single triple bill at theSpaceUK: And Then the Rodeo Burned Down, What If They Ate the Baby? and A Letter to Lyndon B. Johnson. We announced the triple bill with an exclusive to build early momentum, then ran a full-festival campaign across national, festival, arts, LGBTQIA+ and American press. It secured 83 pieces of coverage, including 35 reviews across the three shows, reaching a combined audience of 640 million with an estimated 709,000 views. Highlights included a cover feature in The List’s festival edition, broadcast on ITV’s Lorraine and Good Morning Britain, an interview in the Guardian’s G2, and previews across The Stage, the Guardian, the Telegraph, the Scotsman, the Skinny and QX Magazine, alongside five-star reviews.
By 2026 Xhloe and Natasha had become one of the most in-demand names at the Edinburgh Festival Fringe — and the profile built over three years showed, with the duo landing the cover of Fest magazine’s preview edition ahead of the festival. What began as a company known within the Fringe is now written about well beyond it.
This campaign was led by Annabelle Mastin-Lee, PR Account Manager at Mobius.
To discuss your project, get in touch at team@mobiusindustries.com.