Riot was hired with limited theatre experience to break the rules of how to promote theatre. We positioned this, one of the first mainstream immersive theatre shows, as sexy and cool, as much at home on the pages of Vogue and Stylist as the traditional theatre press.
Capitalising on the trend of events like Secret Cinema, we unleashed our exceptional lifestyle media contacts to build a frenzy of pre-sale buzz, including an exclusive partnership with Stylist, resulting in a full-page editorial and the sale of £100k worth of tickets in 24 hours.
We secured over 100 pieces of coverage across print, broadcast and key online outlets, including a rare outside broadcast item on BBC Breakfast.
The success of the show led to a re-run in 2017.
WHAT WE DID: MEDIA RELATIONS, PRESS NIGHT; PHOTO CALL; PHOTOGRAPHY