Nikki Gilliland says, “For the millions of tourists who visit London each year, seeing a West End show is usually at the top of the ‘must-do’ list.

Unsurprisingly, this poses a big challenge for small or more traditional theatres – those that lack the marketing budget behind bigger productions.

How can theatres such as Shakespeare’s Globe compete for the attention of international tourists? This was the challenge for agency, Digital Willow, which recently worked with the Globe to put a decidedly modern spin on its marketing strategy.

Here’s a bit more on the campaign, as well as a few reasons why it worked.

The challenge

The biggest issue Shakespeare’s Globe faces is marketing with a miniscule budget. It is an educational charity, meaning it receives no annual government subsidy, largely making money from its theatre tours, box office sales and donations.

While the Globe does naturally generate interest due to its history (and incredibly English reputation), it still tends to fall under the radar of tourists, especially up against the bright lights of Les Mis or Harry Potter”.

How Shakespeare’s Globe used proximity marketing to increase ticket sales

EConsultancy

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