The Assignment:

RMPR was entrusted with the task of promoting the MAC’s main stage spring show, a revival of Mike Leigh’s acclaimed play, Abigail’s Party, scheduled for a three-week run from 14th April to 5th May 2018.

The Strategy:

Mike Leigh’s play, hailed as “both a celebration and a lamentation of how we are,” served as the cornerstone of our promotional strategy. We aimed to spotlight the play’s poignant exploration of human frustrations and struggles amidst the disco-infused satire of 1970s British suburbia. Leveraging the MAC’s cost-effective above-the-line marketing campaign, our approach entailed integrating local and national online, broadcast, and print elements to bolster ticket sales.

Collaborating closely with the MAC, RMCC curated a diverse array of press angles tailored for the show, meticulously matched with the most suitable media outlets to secure optimal coverage. From compelling talking points to captivating human interest stories and exclusive interviews, we orchestrated a timeline ensuring sustained engagement with target audiences, nurturing anticipation for the performances.

Furthermore, we identified robust broadcast angles and successfully pitched them to prominent outlets, amplifying the show’s reach and resonance.

The Results:

– Targeted ticket sales: 3653 tickets, generating £55,000 in revenue.
– Actual ticket sales surpassed expectations, totaling 3993 tickets (a 9% increase) and £66,130 in revenue (a 20% increase).
– Abigail’s Party emerged as the MAC’s best-performing production outside the Christmas show, outshining the previous year’s Spring production, The Importance of Being Earnest, despite featuring fewer overall shows.
– Secured a total of 64 pieces of coverage, comprising 32 print, 23 online, and 5 broadcast features.
– Marked the most successful coverage haul for a MAC play since the inception of the partnership, boasting a remarkable 93% increase in clipping coverage compared to the previous year’s Spring show.
– Notably, a specific uplift in sales was observed following the publication of a Sunday Life feature with lead actress Claire Murray, underscoring the efficacy of our PR efforts.


– Recognised as the WINNER of the PRCA Dare Awards in the Low Budget Campaign of the Year category for our exceptional work on Abigail’s Party at the MAC, cementing our reputation for delivering impactful PR campaigns that yield tangible results.