Case Studies - West Yorkshire Playhouse

Client: West Yorkshire Playhouse

Campaign: Phoenix Dance - targeted leaflet distribution

Brief:

To raise awareness and increase attendance for West Yorkshire Playhouse's Phoenix Dance - Stories in Red theatre & dance production.

Target Audience:

• Culture vultures
• Students

Campaign Description:

Link Communication provided high-calibre promotion teams to target students and culture vultures to promote awareness and increase attendance for West Yorkshire Playhouse's production of Phoenix Dance.

The teams targeted students through the hand to hand distribution of branded print material outside specific Arts-, Theatre- and Culture-related university departments. The team also targeted up-market shoppers in affluent retail areas of Leeds through the hand to hand distribution of branded print material.

Results:

• Over 7,000 leaflets were distributed over the course of 2 days in Leeds.
• The message was clearly communicated to the target audience.
• West Yorkshire Playhouse reported that the production sold out two weeks before the first night.
• Link Communication has been working alongside West Yorkshire Playhouse for over six years.