Shining a Light on Robidoux Resident Theatre

The Spotlight is Always On

Robidoux Resident Theatre (RRT) approached us with a compelling challenge: articulate the "why" behind their organization. Why should people choose live theatre over other entertainment options? Why does live performance matter? Together, we crafted a campaign that celebrated the transformative power of live theatre and its impact on the community.

Discovering the Magic of Live Theatre

Through in-depth interviews and creative storytelling, we focused on three core narratives:

  1. When I'm on Stage: Featuring heartfelt stories from RRT performers, this video captured the personal and emotional journey of being part of a live performance.

  2. The Quality of RRT: Highlighting the craftsmanship and dedication behind RRT’s productions, this piece underscored why audiences can expect excellence at every show.

  3. Theatre Academy: Showcasing RRT’s commitment to nurturing young talent, we explored how the academy builds confidence and fosters creativity in children.

Amplifying the Story

The campaign extended across multiple channels, combining video, radio, social media, photography, and graphic design to create a unified message:

  • Video Interviews and Radio Ads: We produced a series of intimate, engaging videos and radio spots, bringing the campaign’s themes to life. Each piece invited the audience to experience the unique emotional connection that only live theatre can offer.

  • Ella Wheeler Wilcox’s "The Actor": In a powerful social media video, RRT actors and staff recited this iconic poem, creating a moving tribute to the art of performance and its role in shaping community identity.

  • Spotlight Series on Social Media: With photography and graphic design, we created a collection of graphics featuring RRT’s actors and staff, each paired with a personal story. These posts encouraged community engagement and highlighted the people who make RRT extraordinary.

The Results

The "Spotlight is Always On" campaign positioned RRT as a cornerstone of the community’s cultural fabric, driving brand awareness. Key outcomes included:

  • Enhanced Visibility: The campaign attracted new patrons, with videos and social media posts generating significant views and shares.

  • Community Connection: Feedback from audiences and RRT staff emphasized the emotional resonance of the campaign’s themes.

  • Stronger Brand Identity: By focusing on RRT’s unique contributions to the community, we helped solidify their role as more than just a theatre—they are a place where art, passion, and people come together.