For a theatre, the media budget is always scarce. So we needed something that people would talk about and that would bring us into the heads and hearts of the target audience.

The approach: For quite a while, the renowned Rigiblick Theatre in Zurich has been using radio as a medium for announcing its evening programme.

This time, however, the theatre wanted to do something special for the radio audience.

The medium of radio should be used in the best possible way for a theatre.

The solution was relevant because the theatre could use the on-air time to prove that it’s worth seeing and hearing the actors live. Each piece of “news” dramatised by the actors ended with an invitation to the evening show at the theatre.

Every morning, the presentation of the news served as a live taster for the theatre’s evening performance.

During this two-week promotion, the theatre’s attendance rate rose to a very good 84 per cent.

Maybe also thanks to the played radio news.