Royal National Theatre: Sit in the Chair!

Royal National Theatre, a publicly funded performing arts venue in the UK, attracted young ethnic minority audiences to its theatre by introducing a new play and using targeted door-to-door and OOH campaigns to reach them.

Campaign background

The National Theatre has a mission to create theatre for everyone.

The task was to attract a younger, Black, Asian, minority ethnic audience, often under-represented in UK theatre audiences.

Strategy

The goal was to convince a non-attending demographic to trust The National Theatre, and come along to an art-form, which is often assumed to be dominated by white middle class and middle-aged.

The concept was a play that would cover everyday life of African barber shops from London to five African cities, with the aim of having huge resonance with communities with connections to these cities.

To really...

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