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Pieces of String

© Robert Workman

The Mercury Theatre Colchester has launched 15 and 30 second adverts on the Spotify music streaming service, taking advantage of a new service which launched to UK advertisers last month.

Spotify Ad Studio launched in mid-March, and allows organisations of all sizes to run targeted adverts which are then played to users of Spotify’s free music streaming app. Adverts can be targeted based on the music people listen to, their age, gender, location, and even mobile device.

The adverts, launched this week, promote the new musical Pieces of String by Gus Gowland, which was developed by Perfect Pitch and is co-produced by the Mercury Theatre Colchester and TBO productions.

Robin Cantrill-Fenwick, Deputy Executive Director of the Mercury Theatre said:

“With over 9 million active users in the UK, Spotify is bigger than Radio 1, and we believe we’re the first regional theatre to advertise on this platform.

The ability to promote Pieces of String specifically to listeners of musical theatre in a tightly defined geographic area is delivering great results. We’re seeing click through rates far above the norm – this is potentially a powerful platform for promoting new musical theatre to hard-to-reach audiences.”

Pieces of String is a new LGBT musical set simultaneously in the 1940s and in the present day. The show tells how Jane’s father, Edward, came back from the Second World War with a secret love that would change his life forever – a secret that he would carry until the day he died.

Pieces of String is designed by Linbury Prize winner, Fin Redshaw. The show opens at the Mercury Theatre Colchester on Friday 20th April, and runs until the 5th May. For more information, including performance times, prices and to purchase tickets, visit www.mercurytheatre.co.uk or call 01206 573948.