Shakespeare’s Globe

Following their re-brand in 2017 London Calling began working with Shakespeare’s Globe to spread their new and transformative message to the public. Through intensive audience research and segmentation with Morris Hargreaves Macintyre, Shakespeare’s Globe provided us with a brand new brief and outlook for their print materials that were designed to extend their brand promise to potential visitors.

The Public Engagement Campaign is a series of seasonal postcards and leaflets that promote the guided tours of the theatre with the Globe’s new iconic branding.

The task was to target a range of tourists, families and cultural enthusiasts in London with the new Globe branding and share the message that the Globe space and Shakespeare’s materials are accessible for all.

In order to combat the key audience segments illustrated by Shakespeare’s Globe we identified which of our network runs were closely aligned with their audience data.

We planned strategic seasonal drops on the following networks to ensure London wide coverage and complete audience saturation:

Traditional Tourist
Contemporary Culture
Museums and Heritage
Families

Drops occurred around May bank holiday, summer holidays, October half term and Christmas to ensure print was always present during times with the highest footfall.