Social Strategy, Digital Advertising & Content Producer | Gary Clarke Company

COAL is a multi-award-winning dance show created to commemorate the 30th anniversary of the end of the 1984/85 British Miners’ strike by award-winning choreographer Gary Clarke. This powerful and emotive show took a nostalgic look at the hard hitting realities of life at the coal face; exploring the darker underbelly of the mining industry and unearthing the true nature and body wrecking demands of a working class industry now almost forgotten. The digital marketing campaign was created and run to support the third and fourth UK tour of the show, emphasising engagement and audience development. The national acclaim it had already received was used to attract dance audiences. One of the main purposes of the digital marketing was to attract audience members with working class and or coal mining heritage, who would relate to the narrative of this piece. The content was used on social media, in theatres and in online advertising. I aimed to create accessible, informative assets, which also conveyed the feel of the show. The end result was a sell-out tour, which also achieved the clients complicated audience targets.