TONY’s LAST TAPE - eXCAVATE PRESENTS A NOTTINGHAM PLAYHOUSE PRODUCTION
Award-winning playwright Andy Barrett and Giles Croft (The Kite Runner and former AD of Nottingham Playhouse) revive a timely play based on the diaries of Tony Benn, one of Britain’s most respected, divisive and celebrated politicians.
Commissioned to maximise preview coverage for this production which premiered in Nottingham in 2016, toured nationally and opened in London just two years previously.
The challenge - to create a fresh news-led narrative, re-engage the media and generate as much publicity prior to opening to encourage ticket sales.
Media coverage was focused on news-led preview pieces and interviews with the creatives. Broadcast coverage garnered included major national and London radio stations including BBC London News, LBC’s Iain Dale and Talk Radio. TV coverage included London Live and a live studio interview on Sky New’s All Out Politics with Adam Boulton.
Key influencers were invited and spread the word on social media to generate buzz . This included major politicians including John McDonnell, Labour shadow chancellor, George Galloway and John Bercow.
Press night attracted a fresh set of theatre reviews. Over 25 critics came to see the play.
Ticket sales for the production hit an all time high at the venue. The post-show survey indicated audiences had travelled London-wide to see the play and as far as Oxford and Wales.