Theatrical PR: Sleeping Beauty travels the world
Stafford Gatehouse Theatre approached Stone Junction to raise the
profile of its annual Rock’n’Roll panto.
Objective: To generate media presence and increase ticket sales.
Strategy and tactics:
• Stone Junction sent a Sleeping
Beauty doll to ten arts lovers around Europe, with each visit resulting
in a photo and theatrical
• Press releases announcing the beginning of the doll’s journey, destinations and a late night panto
• Personal press night invitations for theatre, arts, national and local media
As part of its CSR public sector campaign, Stone Junction provided the services in exchange for sponsorship of the Stafford Shakespeare Festival. The cash equivalent was £4,800.
• 15,976 people attended the panto
• Massive ticket sales increase
• National awareness of the theatre’s Rock’n’Roll panto
• Late night adult show sold out
• Majority of performances hit 95% capacity
• Two pieces of national press coverage (Pick Me Up! and The Independent)
• 25 pieces of local, national and specialist press coverage
“Stone Junction has really opened my eyes to how creative arts stories can be heavily featured in the media,” commented Emma Hogan, press and marketing officer at the Stafford Gatehouse Theatre. “The main thing that impressed me was the longevity of the campaign. The idea of a travelling Sleeping Beauty doll still sparked interest with journalists months after the campaign had ended.”
Meet the team
Stone Junction is managed by Richard Stone, whose previous experience includes PR campaigns for Arup, AIT Plc, CIENA, Parker Hannifin, Schneider Electric, SIG, SKF, Roche and WorldCom. Well over a decade in technical and technology PR has taught him that he is only just starting out. He is a very slightly geeky father of two who lives in Stafford with his long suffering wife, aforementioned children and dog.
“GAMBICA has had a long and very successful relationship with Stone Junction. They helped us lead a campaign to raise government awareness of the National Physical laboratory and arrange a House of Commons briefing,” Graeme Philp, Chairman of GAMBICAMore testimonials