HWE is a creative marketing and branding agency specialising in luxury fashion and lifestyle brands

Theatre Royal Drury Lane

THEATRE ROYAL
DRURY LANE

  • Campaign Creation
  • OOH
  • Digital
  • Film
Brief

LW Theatres, run by Andrew and Madeleine Lloyd-Webber, owns a series of London theatres. The most iconic, and historic, is the Theatre Royal, Drury Lane sometimes referred to as ‘The Lane’. Having undergone a £60 million restoration to its spectacular Regency glory it has been reimagined as a multi-dimensional destination combining world class drama with all day dining. The client asked us to create an unforgettable launch campaign worthy of the building and the exciting new venues such as the Cecil Beaton Bar and the Grand Saloon. ‘Bridgerton meets Gossip Girl’.

We came up with a number of concepts before the client chose a route that captured the spirit of exuberance with a clear return to glamour following the ennui of pandemic lockdowns when London’s theatres went dark. Despite setbacks due to Covid-19 restrictions we commissioned photographer David Burton to shoot the key areas of the building using models styled in homage to the Regency period, and found a way to incorporate the vivid imagery within existing brand guidelines with the headline ‘A Star Reborn’ unifying the campaign, which was executed in digital and printed media including OOH, Programmatic, Press & Social.

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