A summer season to celebrate - Pitlochry Festival Theatre

From Grease to The Great Gatsby, Pitlochry Festival Theatre's Summer 2025 Programme was packed with outstanding talent, unforgettable productions and great results.

With productions running from May to September, we created an agile marketing campaign that would be delivered over a 7-month period to ensure each performance attracted the audience it deserved.

We created a multi-channel campaign that incorporated OOH, press, audio and a suite of digital placements including social, video and programmatic. Activity was dedicated to every production, with a broader seasonal message underpinning it, meaning not only did each show receive individual promotion, but a more comprehensive packaged piece was delivered concurrently.

Focusing on digital media, we managed activity across Meta, Google, YouTube, Spotify, Acast and a range of programmatic platforms. Through this, we earned 7,938,570 impressions with Meta contributing 40% of these and converting 2,078 sales.

Moreover, we leveraged Pitlochry’s Google Grant account to run a brand awareness campaign simultaneously, supporting the overall reach of activity, and driving traffic to the website from theatre fans and goers.

Given the duration of the campaign, ongoing optimisation was essential, including a regular refresh of copy and creative to reduce risk of ad fatigue and continue to spark interest amongst established and new audiences. Numerous ad variants ran throughout the campaign, using a mix of image, carousel and video formats, whilst launching fresh ads as more content was generated during the production.

Beyond the high-volume digital activity, we managed OOH media across key locations including Glasgow, Edinburgh, Dundee, Perth, Falkirk, Stirling, Pitlochry and more. Activity was partly front-loaded to provide big impact for the beginning of the season and partly staggered throughout the duration of the campaign to maintain momentum and allow us to support specific productions.

Audio, on the other hand, was delivered in a phased approach, incorporating coverage across radio stations in the identified key locations, whilst Spotify and Acast were utilised to really tap into the core demographics through listening habits and podcast topic interests.

The 7 months of activity helped delivered a hugely successful summer season for Pitlochry Festival Theatre. Productions received glowing reviews from audiences bustling with fans, new and old, and we were delighted to be able to support each of them. Here’s to another successful summer in 2026!