As the Southwest’s leading theatre and dance development agency, The Works already understood the power of great words in performance, but they needed help grasping that power and using it in a promotional context.
In July 2010 they were set to attend the Rural Touring Theatre Forum to showcase what Cornwall’s producing theatre and dance companies had to offer. They wanted a stand out compilation DVD and piece of literature that would convince promoters and venue owners across the country to find out more about, and book, companies from Cornwall.
Audacious in its tone but backed up with examples of beautiful work, it played on the readers’ curiosity…
The challenge was to create something informative, bold, powerful and irresistible, something that felt cohesive but also allowed each of the ten represented performance companies’ individual styles to breathe. We needed to send jolts of excitement through the delegates’ fingers with a piece of promotional material that once picked up they wouldn’t put down.
A pleasingly obnoxious campaign idea, This Is What You’re Looking For did just that. Audacious in its tone but backed up with examples of beautiful work, it played on the readers’ curiosity – enticing them to read on and watch the DVD which showcased striking excerpts from each performance company.
Having devised the creative concept, we worked with up-and-coming editor and producer Ian Bucknole and designers Venn Creative to shape the DVD and packaging, sourcing content, writing pack copy, project managing design and overseeing production to ensure the end product hit the right note.
And it did. The Works were impressed. The featured companies were over the moon and the Rural Touring Theatre Forum delegates certainly took notice: following the event all the companies received enquiries about bookings. Because of its success, The Works are talking about running a similar promotional campaign soon. We look forward to working with them on it.