Tour marketing strategy for Romany Theatre Company


The Esmée Fairbairn Foundation approached me to help one of their funded artistic companies to develop a tour marketing strategy for an in-development production, in order to prepare his bid for the next tranche of funding. Romany Theatre Company is unique as its work is  is rooted in the culture and experiences of Romany people and focuses strongly on their struggle for equality and challenges negative opinions of them and the lives that they lead.


I worked with artistic director and writer at Romany Theatre Company, Dan Allum, to fully understand the company’s history and track record, its future aims, the type of audiences it had previously attracted, and the proposed content and feel of the new production. I then researched locations around the country with a likely local audience mix close to theatres of a suitable size and with a track record or interest in programming work of this sort.

The intention was to have an off-West End, mid-scale venue run followed by a regional tour; and to maintain and build reputation to prepare for a West End venue run. I therefore built a profile of the likely audience segments at the different stages – using a composite of Audience Spectrum, Culture Segments and Mosaic/ Acorn models – and developed a costed tour marketing and audience building strategy that would maximise interest from these different segments at the relevant moments of the production’s life.


The understanding of audiences and different approaches to tour marketing has furnished Dan with new understanding, that allows him to approach potential venue partners with authority. He can now apply these approaches to other tours also, such as the forthcoming tour of Carmen (2016).


June 2014-March 2015


Audience research, Communications campaigns, Funding applications, Strategic planning