Fuselage – Edinburgh Fringe Campaign

Task
Impressive was tasked with managing the press coverage for ‘Fuselage’, a poignant theatre piece performed by Annie Lareau, for its worldwide debut at The Edinburgh Fringe. We wanted to ensure that a performance centred on such a moving and deeply personal piece of Annie’s life garnered the correct national and regional media exposure alongside quality reviews and feature placements.

What We Did
We coordinated early interview and feature coverage, distributing press materials and arranging interviews and previews with print and online outlets. Throughout the Fringe, we were responsible for getting prominent outlets and reviewers in the show, as well as facilitating interview opportunities to start and gain momentum through the show’s full run.

Results
Our campaign delivered huge results leading up to the Fringe, during, and in the show reviews. We secured key features leading up to the show’s run, including features in the Sunday Post, The National, and The Times, all circulated in July, generating buzz for the show’s premiere in August. Alongside these, we coordinated key interviews, Q&A’s, and inclusion in Fringe features in outlets like The iPaper, The Times, and The Herald. The show received five star reviews from outlets The National, The Edinburgh Reporter, Broadway Baby, and more – and earned multiple four star reviews from The Scotsman, The List, Fest Magazine, The Times, The Stage, and The Telegraph – with a total of 20 total reviews!

Our campaign utilised the depth and sincerity of the true story behind ‘Fuselage’ to maximise its presence at the Edinburgh Fringe and solidify it as a must-see show at the Fringe. Our work focused and succeeded on securing strong critical acclaim, high-profile features, and coverage across national, regional, and digital media outlets.