At a time when immersive theatre was just emerging, Alice's Adventures Underground was the brain child of critically acclaimed theatre company Les Enfants Terribles and start-up, maverick production company EBP. Riot was hired with limited theatre experience to break the rules of how to promote theatre and make Alice’s Adventures – with no famous talent – the hottest ticket in town and help shift over 90,000 tickets.
We targeted a millennial audience, capitalising on the trend of events like Secret Cinema. From the outset, we positioned the show as sexy and cool - as much at home on the pages of Vogue as the traditional theatre press – through all our messaging and imagery. We unleashed our exceptional lifestyle media contacts to build a frenzy of media coverage.
A pre-sale exclusive partnership with Stylist, resulted 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 show sold-out and its success led to a re-run in 2017.
WHAT WE DID
MEDIA RELATIONS · PRESS NIGHT · PHOTO CALL · PHOTOGRAPHY