Manchester’s AKA North has won a competitive pitch to manage all media buying and planning for the Shakespeare Birthplace Trust – the independent charity which cares for the five historic Shakespeare heritage sites in Stratford-upon-Avon and promotes the enjoyment of Shakespeare’s work, life and times.
AKA has created a bespoke strategy for the Trust based on its varying audiences and their different media consumptions. Consumer and business audiences will be targeted, both in the local areas and across the UK, using digital, out of home, specialist marketing, print and broadcast media.
The Shakespeare Birthplace Trust was formed over 170 years ago, following the purchase of Shakespeare’s Birthplace as a national memorial. The five Shakespeare Family Homes welcome over 820,000 visitors every year and the Trust holds the world’s largest Shakespeare-related museum, archive and library collection, with over one million documents, 55,000 books and 12,000 museum objects. It also runs award-winning education programmes for all ages, encouraging the understanding and appreciation of Shakespeare’s works.
David Wright, head of marketing at the Shakespeare Birthplace Trust, comments: “William Shakespeare is the UK’s greatest cultural icon and as guardians of his legacy, we’re committed to finding new and interesting ways to engage audiences with Shakespeare. Our historical sites, creative programming and educational courses appeal to people all over the UK – and further afield – so we were thrilled to see such a wide-reaching yet targeted approach from AKA. We’re really looking forward to working with the team.”
Louise Walsh, client services director at AKA, comments: “We’re delighted to be promoting such a unique organisation, to help grow its new and returning visitor base. Our campaign will kick off in March 2019 and is a fantastic addition to our culture portfolio.”
AKA North specialises in the arts and culture industries and counts regional theatre venues such as Liverpool Everyman & Playhouse, West Yorkshire Playhouse and Sheffield Theatres in its award-winning portfolio. The agency has recently expanded this portfolio, working with Storyhouse Chester, Birmingham Hippodrome and Winter Gardens Blackpool on new projects and campaigns.