Overview
Founded in York in 1977 Riding Lights Theatre Company is recognised both as a pioneer in reinstating the value of theatre in Christian communication and for significant original and artistic achievement.
Riding Lights Roughshod is a professional touring theatre company which was created by Riding Lights in 1992 to concentrate on touring to reach grass-roots communities including schools, prisons, churches and other less conventional venues. Reaching an annual live audience of around 65,000 adults and children it has been acclaimed from Belfast to Brixton for creating powerful new pieces of theatre.
Brief
As the PR company for Riding Lights Theatre Company Plug and Tap’s objectives included:
- Raise awareness of Riding Lights Theatre Company and its work throughout the UK.
- Promotion of the annual Roughshod company tour throughout the United Kingdom.
- Encourage venues to host a performance.
- Encourage people to attend a performance.
- Encourage people to become members and supporters of Riding Lights Theatre Company.
Project delivery
Working with Riding Lights Theatre Company Plug and Tap contacted each venue hosting a public performance to gain information needed to pass to the media including ticket prices, box office contact details and show times. A media database was then created for each venue and Press Release written and sent. A separate Press Release regarding the whole of the national tour was issued to the national faith media. Radio and TV opportunities were sought and interviews arranged with the cast and production team. As the cast were not always able to gain internet access Plug and Tap maintained social media updates.
Outcomes
- Extensive media coverage both online and offline.
- Increase in ticket sales year-on-year.
- Increase in bookings for venues year-on-year.
- Increase in applications to join Roughshod.
- Increase in Riding Lights Theatre Company membership.
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