The Devil Wears Prada

THE BRIEF

Dewynters appointed Culture Calling to support the print distribution campaign for The Devil Wears Prada theatre production, running from mid-January to June 2026.

The objective was to deliver leaflet and folio distribution across Greater London, the South East, South West, and surrounding home counties (including Kent, Essex, Surrey, Sussex, Hertfordshire, and Buckinghamshire), building sustained awareness and visibility for the show.

A key focus of the campaign was increased targeting of cinemas and film-related environments in late April and May, aligning with the release of The Devil Wears Prada 2 on 1st May 20.

THE CAMPAIGN

We delivered a targeted print distribution campaign from January to June 2026, building awareness for The Devil Wears Prada theatre production while capitalising on the release of The Devil Wears Prada 2 on 1st May.

The campaign combined leaflet and folio distribution across Central London and the Home Counties, targeting fashion lovers, theatre-goers, film enthusiasts, and arts and culture audiences in high-footfall venues and key commuter locations.

A total of 21,000 leaflets and 150 folios were distributed between January and March, followed by 18,000 leaflets and 100 folios between April and June. Activity was intensified around cinemas and film-related locations ahead of the movie release to maximise visibility among film and cinema lovers during the peak promotional period.

THE RESULT

The campaign created strong visibility across London and the Home Counties during a crucial promotional period for the show. Targeted print activity built awareness among theatre-goers, fashion-conscious audiences, film enthusiasts, and arts and culture lovers, while cinema-focused distribution ahead of The Devil Wears Prada 2 helped maximise reach and maintain momentum throughout the campaign.