Royal National Theatre: Think like a retailer

Royal National Theatre, a publicly funded performing arts venue in the UK, used OOH, digital and search behaviour to secure the future of its theatre and better engage with its consumers.

Campaign background

The National Theatre already had a core loyal following, but was in an advertising rut.

The brief was straight-forward; continue to attract new and diverse audiences to secure the future of the theatre.

Strategy

Altair Media started by clearly defining the role of each marketing channel, enabling them to build a cohesive strategy where each channel had a specific remit.

The team set about helping the National Theatre understand that its competitors weren't just theatres, but tourist attractions, museums and galleries.

They transformed their approach from short-term show based thinking to a long-term data-led marketing approach that focused...

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Insights Team
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