To promote the 12-week run of Arthur Miller’s classic play The Crucible, to new and existing theatre audiences.
The campaign was divided into two strands, pre- and post-opening, with a different DL leaflet produce for each.
Pre-opening focused on core audiences. Networks such as Culture Vultures were used to target discerning theatre-goers across London, while Suburban Life reached the affluent arts-enthusiasts within commuting distance of London Waterloo.
The post-opening campaign focused on new audiences including younger Hobbit fans keen to catch Richard Armitage on stage as well as London’s summer visitors. Networks such as Mosaic-based Liberal Opinions and Tourism & Leisure were used to target these groups.
- 32,000 leaflets distributed.
- Complete sell-out run of this critically-acclaimed production.
“Working with Impact is always a pleasure: they bring fresh ideas to the table and their networks make sure our print gets to the right audience.”
Liz Moon, Marketing Old Vic
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