Case Study: National Theatre of Scotland expands reach across Scotland and the UK with Big Think Agency

National Theatre of Scotland partners with Big Think Agency since 2022 for nationwide theatre campaigns

Big Think Agency was engaged by the National Theatre of Scotland to handle media buying and planning for its nationwide productions. The challenge was to effectively market innovative and accessible theatre across all corners of Scotland and the UK, aligning with the company's "Theatre Without Walls" vision and creating hyper-localized campaigns for each venue and community.

The solution implemented by Big Think Agency utilized a varied media mix, heavily leveraging optimized digital channels like paid social, programmatic display, and search advertising. To ensure deep local reach, the agency also deployed bespoke out-of-home plans, local radio, press, and in larger cities, scaled efforts to include national radio, large-scale OOH, street posters, and podcast ads. This strategic approach successfully promoted numerous productions, from "Burn" starring Alan Cumming to "Dracula" and "Dear Billy," achieving comprehensive coverage across both rural and urban areas.

National Theatre of Scotland