The Stratford Shakespeare Festival

Brand Strategy

The Stratford Festival was born in the imagination of a small group of fearless and resourceful Stratford residents who wanted to create a place where Shakespeare could be brought to life as it was meant to be. Over the decades, the Festival became a victim of its own success.

Although in good health financially, it was flagging creatively and had lost its international reputation, and its distance from its major markets was making it harder to compete in a crowded world.

Our work with the senior team and board of the Festival helped to bring out the dual and unique role of the Festival as a theatre experience of unequalled quality which is turn creates experiences that have a life-time effect. What happens in Vegas may stay in Vegas, but what you experience at Stratford stays with you forever.

Our positioning and naming work, in combination with a renewed strategic focus and artistic direction helped to bring the Stratford message back to that original desire to create powerful personal experiences through theatre, food, escape and reflection.

www.stratford-festival.on.ca/
Collaborators: Karacters/DDB