Nottingham Playhouse, Punch

Does the campaign have impact? Does it take the conversation beyond the show, generating interest beyond the already-converted theatre audience? When it comes to a campaign that demonstrates and contributes to theatre’s capacity to influence social change, it doesn’t come more compelling than this.

The world premiere of Punch by James Graham delivered packed audiences and generated national debate, including in parliament – demonstrating how a modestly budgeted creative marketing and PR campaign can engage mainstream media and audiences. The drama is based on a novel set in Nottingham, and details the devastating impact of a single punch. The marketing campaign demonstrated its understanding of its local community – embracing its local roots in its execution by using local landmarks in marketing images, and targeting marketing for its post-show talks to local socio-economically disadvantaged communities – all in consultation with the parents of James Hodgkinson, who was the victim of the fatal blow.

The campaign secured broadcast features across national media: digital and print coverage including national broadsheets and tabloids, regional titles, industry media, and both Waterstones and Amazon websites. The number of reactions posted on social media were about 380% higher than the theatre’s average.

MPs referenced the production in questions about restorative justice in the House of Commons: a Derbyshire judge suggested violent offenders watch the play and consider their actions; an article in the Spectator led to HM chief inspector of prisons coming to watch.

Punch is Nottingham Playhouse’s highest-grossing piece of new writing and has been a commercial success, transferring to London’s Young Vic Theatre in spring 2025.

The campaign has supported a powerful story and handled widespread media interest and political engagement with care. It has also played a significant part in demonstrating theatre’s power as an agent for change.

Park Theatre and Adam Blanshay Productions Kim’s Convenience

How many Koreans live in London? The 2011 census tells us there are 11,000 Korean speakers in England. But culture is not just about mother tongue: it’s estimated that some 30,000 Koreans live in and around south-west London alone.

But with sales of more than 8,000 tickets in a sell-out run, it’s not wildly improbable that most Korean Londoners either went to Park Theatre to see the theatre’s first Korean/Canadian co-production, Kim’s Convenience – or know someone who did.

This is a standout example of reaching new and under-served audiences: 53% of the audience for Park Theatre’s Kim’s Convenience were first-time attendees of the theatre, and the performances played to 98.8% capacity.

The show’s marketing campaign is also a feel-good example of what a small budget can do when it successfully connects with an audience. Social media was used to great effect with a series of videos about the origins of Kim’s Convenience with writer Ins Choi and director Esther Jun, as well as light content about favourite Korean and Canadian snacks.

It delivered bang for buck: the £13,000 marketing budget, deftly handled by Park Theatre’s in-house marketing and sales team with support from Diana Whitehead at Fourth Wall PR, helped achieve £235,149.85 in ticket sales – a very satisfying return on investment.

This campaign sought its target audience hard, but with heart: it included Korean-language posters in London’s areas of highest Korean population density and achieved visibility throughout the UK Korean Film Festival and in London’s Korean cultural centres, restaurants and food stores.

The engagement with South East Asian communities was reciprocal: a sell-out Korean captioned performance, and the addition of an extra (late-night) performance in response to community demand showed a campaign with an integrated approach.

The team also built relationships with the South Korean Embassy in London, which promoted the production through its cultural networks – resulting in both the Korean and Canadian ambassadors attending the premiere. Strong media coverage included a CNN report (in addition to UK national news outlets). The show has since transferred to Riverside Studios and is about to tour the UK.

Winners will be announced at The Stage Awards at the Royal Opera House on January 20. Tickets are available here.