Live at the Rep
A pause for thought.
Lockdown life was hard for all theatres, and the Birmingham Rep was no exception. The UK’s oldest reparatory theatre paused productions after more than a century of creating and commissioning theatre, and more recently, music and comedy. This time was well spent. Brand-building continued behind closed doors. Along with design agency Rose and consultant Rob Macpherson, I helped The Rep reposition in 2021, with a ‘popular, pioneering and playful’ brand voice and identity.
Then, as shows re-opened in early 2022 following the final Covid lockdown, we identified a unique moment in time. Some audiences still saw the Rep as the home of plays and nothing else. None were aware of its new direction and energy. Here was the chance to develop a brand campaign that met the pent-up demand for live experiences and, using the new tone of voice and identity, announce The Rep’s return, stronger than ever.
Live at The Rep.
Brand campaigns for theatres are still relatively rare. Marketing tends to centre on individual productions. In a departure from convention, we focused on The Rep as the venue for live, headline-making programmes of theatre, music, comedy and family entertainment. Even more unusually, we didn’t spotlight performers or creators; rather we concentrated on how shows at The Rep makes people feel.
With the focus on the emotional take-out of live experiences at The Rep, the brand campaign had wide-ranging appeal. Whether you were looking to sing, laugh, cry or simply watch and wonder, there was a headline that spoke to you. And importantly, all recent and lapsed audiences were targeted, across diverse backgrounds and ages, from older couples through family groups to parties of celebrating friends.
Performance and applause.
The brand campaign ran in poster combinations across Birmingham – and at set outdoor locations within 30 minutes travelling time of The Rep. It was well-received by audiences and the regional theatre community. And, most importantly, it worked.
For many theatres, particularly in the regions, audiences since the pandemic have failed to return to pre-Covid levels. Not at The Rep. The theatre is bucking the industry trend, with enhanced social media engagement and audience numbers that are now stronger across most categories than they were before lockdown.
