How to Target a Theatre Audience Through your Print Campaign

Here at Culture Calling/London Calling we have worked on some fantastic campaigns for the UK’s leading theatre companies and productions. As a result over the last 30 years we have developed runs that target some of the most creative, cutting edge venues attended by UK theatregoers. No matter the size of your show, we can provide a comprehensive list of options to target different types of audiences. We’ve put together a handy guide to our products to ensure you’re targeting fringe theatre fanatics, budding thespians and seasoned theatregoers!

West End Productions:

We’ve worked with a huge number of West End productions and West End transfers, including Phantom of the Opera, The Lion King, Hamilton and Kinky Boots.

A staple within campaigns for our West End clients includes our ‘Heart of London’ network. This network was designed to engage with tourists looking to visit the vibrant cultural offerings on the West End. Display venues include a variety of high footfall hotels, hostels, pubs and restaurants that are frequented primarily by the tourist market and is ideal for those working on shows that have a broader appeal and a varied audience type.

The product used most frequently for promoting high-profile theatre in London is our ‘Contemporary Culture’ network. Used previously for campaigns such as Hamlet (Almeida transfer), Girl from the North Country and Follies, this network will attract a review driven audience, who are looking for high quality, new and cutting edge theatre. Display venues include Battersea Arts Centre, Soho Theatre and The Royal Court Theatre to ensure you are tapping into an audience of regular theatregoers and enthusiasts.

Fringe Theatre and Comedy:

Should you be working on a campaign for something less mainstream, we offer a variety of options within London that can cater for specialist requirements.  Our ‘Fringe Theatres’ special is a regularly booked run that targets a variety of fringe theatres and alternative arts spaces in the city.  Venues include Arcola Theatre, Jackons Lane, Southwark Playhouse and The Pleasance. This is particularly excellent for engaging with those interested in alternative productions, comedy, new writing and live poetry.

Additionally, we have a Comedy special that offers London-wide display in the capital’s funniest venues. Display venues include The Covent Garden Comedy Club, Stratford Circus and Soho Theatre.

Touring Shows:

Many of our clients work on productions that are touring a number of UK theatres. Conveniently, we have an Arts and Culture focused run in each county that can attract a variety of theatre going audiences.

For example, our Bristol Arts and Culture run targets a variety of high footfall live arts and theatre spaces. Venues on this network include Bristol Old Vic, Colston Hall, The Watershed and Bristol Hippodrome. Similarly, we have a comprehensive run in Sussex that includes venues such as The Old Market Theatre, White Rock Theatre, Royal Hippodrome Theatre and Stables Theatre. These networks are booked regularly for theatre productions of all styles due to the breadth and variety of venues offered.

Should you wish to do something more specialist – perhaps you are working on a piece of student theatre, a fringe production or a comedy piece – we can put together a Fringe Theatre or Comedy special, targeting live arts venues, comedy clubs and alternative theatre spaces across the country. We’ve worked with a variety of theatre festivals, including Edinburgh Fringe, Brighton Fringe, Camden Fringe and Guildford Fringe on similar projects.

We’d also suggest that you support your theatre-focused distribution through competitions and listings on our editorial website, We can host a competition for tickets to your show and then promote this through our social channels and our newsletter.

Family Shows:

We’ve worked with a huge variety of family shows and pantomimes over the years. In London and all UK counties we have a Families network that targets a range of family-friendly attractions, arts centres, nurseries and schools. Our London Families network includes display in the Half Moon Young, Polka Theatre and the Unicorn Theatre.

Additionally, at key points throughout the year we offer Primary School Culture Packs and primary school runs, which are excellent for promoting child friendly shows. Our Culture Packs are placed in the book bags of school children – usually before a half term period or the summer holidays – to provide parents with handy ideas of what to entertain their children with across the holidays.

If you’re interested in finding out futher information about how Culture Calling and London Calling can help you promote your show, get in touch with your Account Manager or call our friendly client services team on 020 7275 7225 or drop an email to