When Leeds Playhouse transitioned from its old name – West Yorkshire Playhouse – to its current one, the team were concerned it would be seen as a step backwards. We were brought on to prove that this was, in fact, an inspired step forwards, positioning the Playhouse as a proud Leeds institution, and promoting its values, heritage and exciting future.
To make the case for the Playhouse’s name change, we stepped up our research, highlighting that the venue had originally been named Leeds Playhouse. Not only that, but we learned that the Playhouse’s 50th anniversary was approaching. This gave us a fantastic milestone on which to hook stories and centre key messages, which we tied in with the organisation’s new construction work being carried out at the same time.
We developed a strategic communications plan that would focus on the venue’s commitment to embracing Leeds, celebrating a new era for the Playhouse.
By identifying engaging hooks for the media and public, we successfully positioned the name change as a positive pride point for Leeds, and it went down a storm.
The venue is known today for its commitment to telling narratives based on Leeds people and places. It’s a cultural institution of which local people are proud. Ultimately, we helped Leeds Playhouse to recruit a senior communications team, carrying them safely into the next chapter of their own story.