Epic stage

The purpose of the #epicstage campaign

The #epicstage campaign ran between 2014-2015 and was designed to

support Network members’ existing promotional activities
increase awareness of local, live performance amongst the wider, cultural tourism audience
enable visitors to the Highlands and Islands to understand where to find high-quality, professional cultural events and amazing performances.

Building a collective voice

The #epicstage campaign grew out of an understanding that, across the rest of Scotland, there can be a lack of awareness about the sheer quantity, quality and variety of performances that are happening in small-scale, community venues.

By building a collective voice – focusing on the overall activities of promoters that make up The Touring Network – the campaign increased awareness about the great work happening across the region, sending more interest, audiences and, of course, ticket sales in the direction of Network members.

The impact of #epic stage

Creating a collective listings site for Network Members

What happens on the stage is the absolute essence of what the Network is about, but this information had never previously been pulled together in once place. Therefore, the creation of a listings website was at the very centre of the #epicstage project. Being able to see all these shows together, for the first time, really brought home the quantity, diversity and range of events that take place across the Network.
The project forged close links with listings agencies such as The List and Visit Scotland, to syndicate event listings across a whole range of publications.

Securing press coverage

A launch for the campaign was held at Tramway in Glasgow, featuring Alan Bisset, Karine Polwart and Mike Vass. The event was a showcase and celebration of what is happening in our region – and what it means for the cultural life of Scotland as a whole.
As a result of the launch, the campaign featured in The Herald, The Scotsman, The Skinny and The List, as well as a range of sector publications including Arts Professional, serving to place at the forefront of people’s minds that amazing events do happen outwith the central belt.

Powerful imagery

The campaign aimed to engaged directly with audiences to give them access to the reality of life in rural touring – the people, places, venues and artists that make the network what it is. As part of this, the Network commissioned photographer Peter McNally to tour Scotland with our Network chairs, specially made by Fun Makes Good.

Marketing as a united front

With the campaign images as a starting point, a series of posters were produced, alongside a leaflet that showcased events happening over Autumn/Winter 2014 and signposted people to the listings site. 50,000 copies of the leaflet were distributed to over 1,000 locations across Scotland, including transport hubs and major cultural destinations, achieving an average monthly pickup rate of 20,000 between two suppliers. A second version of this leaflet was distributed for the Spring/Summer 2015 season.