LONDON'S OLDEST NEW THEATRE
CLIENT
Ally Pally Theatre
TYPE OF CLIENT
Events, Theatre, Heritage
CATEGORY
Brand, Campaign, Digital, Comms & PR
BRIEF
After 80 years of slumber, a multi-million pound restoration brought the Victorian Theatre back to life. The brief was to launch "London’s oldest new theatre" into a crowded cultural market. We needed to turn a hidden architectural gem into a commercially viable destination that would attract a modern audience immediately.
WHAT I DID
I steered the creative strategy for a high-impact launch campaign that juxtaposed the venue's eccentric history with its contemporary future. A working building site right up to opening, we used striking physical sets to depict the theatre "waking up," deploying this narrative across OOH and digital channels to challenge Londoners to rediscover the space.
RESULT
The campaign successfully re-established the theatre as a premier London venue, driving immediate ticket sales and widespread national press coverage. It bridged the gap between heritage and modern performance, securing the theatre's long-term commercial future and justifying the significant capital investment.
