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:
Museums and Heritage
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.
1,200 individual venues were visited repeatedly throughout the seasonal campaign.
Over 72,000 postcards and 34,000 tour leaflets were distributed throughout the campaign.
Top pick-up venues included:
Museums & Heritage
Alexander Fleming Laboratory Museum W2
City of London Information Centre EC4M
Dr Johnson’s House EC4A
Greenwich Heritage Centre SE18
Guildhall Art Gallery EC2V
Handel & Hendrix in London W1K
Highgate Gallery @ Highgate Lit & Science Inst. N6
HMS Belfast SE1
Horniman Museum & Gardens SE23
Leighton House Museum W14
London Transport Museum WC2E
Museum of London EC2Y
Museum of London Docklands E14
National Portrait Gallery WC2H
St Martin in the Fields WC2N
The Captain Kidd E1W
The Foundling Museum WC1N
The National Gallery WC2N
Victoria & Albert Museum SW7
Wallace Collection W1U