Norwich Theatre
MARKETING CONSULTANCY | CONTENT CREATION | STRATEGIC OVERSIGHT
ABOUT THE CLIENT
Norwich Theatre produces its own pantomime every year, bringing together a full-scale production, well-known cast members and a huge local audience.
In 2024, I worked with the in-house team to deliver the marketing campaign for Aladdin, supporting across content creation, paid media, and overall campaign strategy in the lead up to and during the show’s run.
THE CHALLENGE
Pantomime is one of the biggest moments in the theatre calendar.
It runs across December and January, plays to large audiences, and comes with high expectations every year. But with that comes a familiar challenge, how do you keep it feeling fresh, and how do you bring in new audiences?
For Aladdin, there was a clear focus. This wasn’t just any pantomime, it was a Norfolk pantomime. Full of local references, in-jokes and moments that really resonate with local audiences.
So the balance was twofold.
We needed to:
reconnect with local audiences and remind them this show is for them
while also attracting visitors from further afield to come to Norwich and experience it
All while working across a busy, multi-channel campaign with a lot of moving parts.
THE WORK
This was a full campaign, spanning print, digital, social media, email marketing, paid advertising and in-person events.
A big focus was on content. Not just quick, reactive content, but content that actually reflected the scale and quality of the production. The aim was to make people feel the energy of the show before they’d even bought a ticket.
This included:
creating high quality photo and video content with cast and crew
capturing behind the scenes moments to bring audiences closer to the production
showcasing different parts of the show, from lead roles to ensemble and backstage teams
supporting email and paid campaigns with creatives and strategic insight
I worked closely with the paid media and data teams to make sure the campaign was targeted effectively. Looking at key locations, audience behaviours and demographics meant we could use budget more efficiently and reach the right people at the right time.
There was also a strong focus on accessibility. Working with the team, we created content to support relaxed and signed performances, including BSL video content produced with the cast and a local sign language specialist. We also created clear, friendly content explaining what audiences could expect, helping make the theatre feel more accessible to everyone.
Partnerships played a big role too. We worked with local businesses to create content that reinforced the theatre’s connection to Norwich, and to reach new audiences in a more organic way. This included a city-wide treasure hunt, designed to engage younger audiences and families while building relationships with local partners.
The campaign also saw the launch of Norwich Theatre’s first TV advert, airing on ITV during the show’s run, adding another layer to the overall marketing mix.
Alongside this, I supported in-person promotional activity, including events like the Norwich Christmas Lights Switch On, helping bring the campaign into real world spaces as well as online.
THE IMPACT
Over 48,000 people came to see Aladdin across its run, with 18% attending Norwich Theatre for the first time.
The combination of targeted paid advertising, strong content and a clear campaign strategy helped reach new audiences while still engaging the theatre’s existing base.
Content played a key role in this. By showing more of what goes into the production, from rehearsals to backstage moments, audiences were able to connect with the show before even stepping into the theatre. This helped build anticipation and drive ticket sales throughout the run.
