Druid Theatre is one of Ireland’s most renowned theatre companies, based in Galway with an international reputation for world-class productions. As a cultural institution with a strong heritage, Druid continually seeks to expand its reach and engage new audiences while nurturing its loyal base. Launching the ‘Three Short Comedies’ campaign in a competitive cultural landscape, the challenge was to generate strong national awareness, drive ticket sales across multiple performances, and position the production as a must-see event in Ireland’s theatre calendar.
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The campaign needed to:
The Buymedia platform designed a precision campaign that blended the trusted influence of national print with the targeting power of social media.
The approach used traditional channels to reinforce Druid’s prestige while social platforms delivered precision, agility, and measurable conversions.
The campaign replicated and optimised the proven print-plus-digital strategy from the prior year, applying geo-targeted social campaigns and carefully phased national print placements to avoid overlap with venue-specific promotions.
The media strategy, with its targeted approach combining national print and localised social media advertising, proved highly effective in reaching the core audience, accelerating sales, and ultimately driving the tour to unprecedented success. Working within a minimal budget was essential. Druid is core-funded by public money via the Arts Council of Ireland, which means every euro must be invested wisely and effectively. Partnering with Buymedia ensured that investment was maximised, delivering results in a targeted, strategic, and cost-efficient way while fully meeting campaign objectives.
Just a quick note to thank you for another successful campaign. The tour finished up yesterday at the Gaiety in Dublin. We ended up surpassing our targets and beating previous tour records by 30%.
David Mullane, Marketing & Communications Manager
