Challenge
The Stratford Festival, renowned for attracting a significant American audience, especially from Michigan, faced a decline in attendance due to the COVID-19 pandemic’s impact on international travel.
Strategy
VVK PR + Creative implemented a multi-faceted campaign to win back Michigan theatergoers. Utilizing nostalgic traditional media and direct fan engagement through non-traditional platforms, the objective was clear: remind and entice the audience about the festival’s unparalleled theatrical journey.
Results
A series of featured stories in local publications and media outlets including a Sunday section cover feature in the Detroit Free Press that effectively spotlighted the festival’s appeal, helping recapture the interest of loyal patrons and beckoning new attendees. We also garnered media coverage in The Michigan Chronicle, ClickOnDetroit, CBS Detroit, HOUR Detroit, WDET, Detroit Athletic Club publication, among others. Outreach strategies connected with the core theater community, inviting them back to a revived shared experience.
