CASE STUDY

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National Boat Shows New Milton Sand & Ballast Rose Road Southampton City College Southampton City Council Southampton Solent University The Nuffield Theatre

The Nuffield at Christmas – It's Behind You!!

The Nuffield Theatre is one of the South’s premier theatre venues, producing a wide spectrum of theatrical work as well as being a key venue for visiting productions and performers.

The Aim

CG was tasked with formally launching The Nuffield’s youth and children’s workshop – Theatre First, which has two main forms; the Saturday theatre (workshops and performances by visiting theatre companies) and in-house productions which run before touring to arts venues and schools nationwide.

CG was asked to increase attendance of younger people, to create an appealing, separate identity for Theatre First, including logo design and all print and to generate interest and excitement in theatre.

The Approach

• CG worked closely with children, teenagers and their parents, grandparents, teachers and head teachers, classroom assistants, actors, arts centres and theatres
• CG managed and maximised joint press and public relations opportunities with touring venues
• CG put together an ongoing campaign which included the following:

• Specific, child-friendly, child-sized literature
• Pre- and post-visit Teachers’ Information and Classroom activity packs
• Children’s media reviews
• Celebrity endorsements with associated photocalls
• Advanced news releases for all forthcoming events
• Meet the Actors and Puppets
• Production-specific activity packs, including colouring kits, theatrical make-up, story books
• Young journalists’ press nights and competitions
• Poster and support materials
• Drama workshops and Saturday Club
• Theatre First “Goodie Bag”

The Results

Media monitoring demonstrated coverage in local and regional press and lifestyle magazines, radio, TV, educational/schools, theatre and arts media. The success of the Theatre First campaign could be easily measured thanks to sell-out shows and workshops, a regular and loyal audience of young children and their parents, regular press and media coverage, regular return visits by local schools and increasing school group visits.