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After a year of rest, we’re excited to say that The King’s Panto is returning to Edinburgh with the pantomime of your dreams –  ‘Sleeping Beauty’. We played a part in welcoming audiences back into Panto season by arranging a media buy campaign across Edinburgh and the rest of Scotland for one of the best pantos in the UK.

A Capital Client

The King’s Theatre Panto is where family memories are made. Sleeping Beauty will be settling into the King’s Theatre in Edinburgh from Saturday 27th November running through to the 16th January 2022. Over the past month, we have rolled out a media campaign to drive ticket sales for this great venue. 

Our client discussions about the media planning & buying for the show began back in 2020. Since then, Stephen has been working very closely with our clients at Capital Theatres to set up the campaign. With so many pantos having to close their doors last year, there was quite a bit of competition this year to be the hottest ticket in town. With that in mind, we knew a wide-reaching campaign across a variety of mediums would be the best way to bring people back through the King’s legendary doors.

Our Strategy

As part of our media buy strategy, we secured a fleet of buses across Edinburgh to drum up attention. We made sure to roll these out at exactly the right time, with enough prior notice to get the best chance of drawing in a large audience, but not so early that people were sleeping on the thought of planning for Christmas. 

We arranged an attention grabbing radio advert with media buy across multiple stations targeting different areas and demographics. We wanted to keep this quite broad – as the panto really is fun for all the family! Sam Goldblatt of Capital Theatres and Stephen Cole project managed the production of this almost entirely through remote working and the power of a common goal.

In addition to this, we rolled out a train station poster campaign for the East Coast of Scotland, secured digital screens on Princes Street and at Edinburgh Waverley Train Station, plus a range of print posters across the rest of Edinburgh. 

We’re delighted that we’ve been able to bring such a big campaign to the masses with support and collaboration from the always wonderful team at Capital Theatres. 

This year will be the first time that the stars of the show, Allan Stewart and Grant Stott, will be performing without the third member of their legendary troupe, Andy Gray, who sadly passed away in January of this year. This was a great loss for the Scottish theatre community, however we know that the memory of his humour and talent will be carried through to this year’s King’s Panto. Joining them along this way is Jordan Young, Clare Gray, Nicola Meehan and Sia Dauda.

Want to be part of the festive fun?

Tickets are selling out fast, and demand is high as this is the last King’s Panto before the theatre is closed for redevelopment for two years. So head to the Capital Theatre website to secure your seat at what is sure to be the most joyous Christmas entertainment available this winter!

Featured image courtesy of Capital Theatres.