Built as a repertory theatre in 1939, Oxford Playhouse has seen many changes in its 72-year history. Although highly valued locally and held in national regard, the theatre had a precarious financial past and has worked hard to develop a new and exciting future. Over the last decade the Playhouse has gone from strength to strength, building a reputation as one of Britain’s leading theatres.
Following a competitive pitch, Uniform was tasked to develop a strategic approach to marketing communication that attracted new and exciting audiences to the theatre. It was clear to us that the Oxford Playhouse brand was often overcome by show marketing materials. Our strategy focused on rationalising the Playhouse brand materials, to help strengthen the communications and create a consistent look and feel.
Oxford Playhouse has had a fantastic response with average audience occupancy well above the UK-wide 60% benchmark, and the reaction from theatre audiences, staff and others within the industry have been incredibly positive.