The Rehearsal Room was part of Sheffield Theatres’ launch after a two-year closure and major renovations. The organisation wanted to reintroduce the Theatres to the city and demonstrate a new approach to the work they produced, and the way they engaged with the community. We wanted to demonstrate that Sheffield Theatres weren’t limited to the newly refurbished building, and that they would be actively engaging the community in new, exciting and imaginative ways.
Concept
We used a low cost advertising option – customer advertisements in local post offices – to drive traffic to a website for a lodge located in the fictional setting of the play. The location, content and purpose of these ‘spoof’ adverts was then publicised on social
networks including Twitter and Facebook. The Theatres were therefore able to use this innovative, playful idea to demonstrate to a digitally literate audience their new approach to marketing and audience development, and in so doing demonstrate the value of consuming content from the Theatres both online and offline.
Target audience
We located the advertisements in areas where students, recent graduates and younger professionals tended to shop. Though this was a very traditional, low-tech medium, we used the concept and the accompanying Tourism site in the Rehearsal Room to act as an exemplar of this new approach to audience development, and to appeal to a sophisticated audience – comfortable with consuming particular types of content offline, and others online – but who might otherwise dismiss attendance at the theatre.
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