Faith PR was approached by the Lawrence Batley Theatre (LBT) in Huddersfield to help raise awareness of its 21st birthday season, and achieve quality media coverage across print and broadcast media on a regional and national level, on top of the local ‘what’s on’ coverage they felt they could achieve in-house.
Some of the key objectives included raising awareness of the significant impact LBT has had on the arts scene in West Yorkshire and beyond during these years (and continues to have), as well as generating awareness of the diverse offering that LBT provides as a venue (Huddersfield Contemporary Music Festival, stand-up comedy, opera, ballet, Shakespeare, circus etc.)
We developed a bespoke approach to the media based around 21st birthday season highlights:
21st Birthday - Brand Positioning Vehicle - we used the theatre’s 21st birthday as a media hook, offering local newspaper the Huddersfield Examiner an exclusive look back at the LBT ‘through the years’.
Personality profiling was also hooked on to the back of this activity, and we positioned director Victoria Firth as the ‘face’ of the LBT, focusing on the input she has into the theatre’s success ahead of its 21st year.
Creative Scene projects – news hooks based around the Theatre’s work with arts organisation Creative Scene, focusing on the stories of ‘everyday’ theatre participants from across Kirklees that were involved in bringing the projects to life , thus positioning the LBT as an ‘enabler’ through its work with Creative Scene.
Focus projects included the Like Mother, Like Daughter performances, in which local mothers and daughters from across Kirklees and the Next Station Will Be project – a series of films featuring local people on the train journey between Huddersfield and Leeds, made in conjunction with First Transpennine Express.
The campaign achieved regular PR coverage over the 4 month campaign period including:
- A three minute feature on BBC Look North, covering the LBT’s work with local children to show a performance of the Jungle Book
- A live broadcast from the LBT on BBC Radio Leeds discussing the Theatre’s 21st birthday celebration plans
- A ten minute interview on BBC Radio Leeds with two local women involved in the Like Mother, Like Daughter project
- Extensive regional press coverage across regional media (Yorkshire Post and Yorkshire Evening Post) and national coverage on Arts Professional, by-lined to Creative Scene director Nancy Barret