Abbey Theatre puts advertising services out to tender

Calling all marketing professionals with a flair for drama: the Abbey Theatre is auditioning agencies interested in providing advertising consultancy and campaign services.

Ireland’s national theatre is seeking a “results-driven” strategic partner that will help it “grow revenue, audience share and brand awareness”, according to a notice on the eTenders website. The deadline for responses to the “Advertising Services (Strategic Media Planning and Buying)” tender is noon on September 12th.

Over the past year the theatre has been working with the agency OMD Ireland to promote productions such as John B Keane's Sive and George Bernard Shaw's Heartbreak House and create a digital campaign for its 110th anniversary season.

The contract is being put out to tender now in compliance with public procurement rules. “It is an interesting and creative brief,” says head of communications Myra McAuliffe.

The Abbey’s revenue dropped 17 per cent between 2009 and 2014, while it has also been hit over that period by a 26 per cent drop in public funding.

A recent independent review by Edinburgh-based consultancy Bonnar Keenlyside recommended that the theatre prioritise the production of new Irish writing and plays about Ireland.