By Leanne Palin – What happens when a much-loved performer, a local theatre, young fashion creatives, community organisations, local businesses, regional media and global brands all become part of the same story?

For two days in Crewe, Su Pollard’s visit ahead of this year’s Sleeping Beauty became much more than a traditional publicity trip.

The visit connected the Lyceum Theatre with the people, organisations and businesses that make up Crewe’s creative and community landscape, spanning theatre, education, fashion, media, local enterprise and brand partnerships.

The visit began with Su travelling First Class to Crewe with Avanti West Coast, creating content around her journey and arrival.

She stayed at Crewe Hall, where the hotel generously provided an upgrade. The stay also generated social content, including Su mischievously placing Sleeping Beauty branded door hangers around the hotel.

Regional media was also part of the visit, with Su joining BBC Radio Stoke Breakfast for an interview which covered her return to Crewe, her role in panto and her new book, Fully Charged. The itinerary then moved beyond traditional publicity.

At Cheshire College South & West, fashion students had the opportunity to research Su and her career ahead of a planned visit, in which she delivered a live brief for their latest creative project. The students are now bringing the brief to life, designing and creating a bespoke pantomime costume for her to wear during the December run.

At Wishing Well Charity, she met young people from the Supported Adults provision and learned more about the work being done to support SEN adults with independence and employment skills. The visit had a strong connection to the Lyceum, with Wishing Well-supported adults already annually attending the theatre’s Relaxed Performance of the pantomime.

The day’s visit also included book signings and informal visits with local retailers, supporting independent businesses while creating further opportunities to promote Su’s book and generate social content.

Connecting a local campaign with global brands

Another strong element of the visit was the support from major national and global brands.

Rather than simply seeking sponsorship, partnerships were developed around genuine connections with Su, her interests and the pantomime. This brought brands including Avanti West Coast and Yorkshire Tea into the campaign, alongside other national partners.

Yorkshire Tea, for example, provided a care package for Su and the cast following research into Su’s personal preferences. It is a simple example of how understanding a performer can create a relevant brand connection that can continue into the pantomime season.

The wider partnership approach demonstrates the reach a local theatre can create around a production. Local community organisations and businesses can be part of the story alongside major brands, with each bringing something different to the campaign.

The two days eventually brought Su back to Crewe Lyceum, where she met the team, re-familiarised herself with the venue and helped launch the new seasonal brochure.

What started as a two-day visit has now created a collection of stories, relationships and content that can continue to develop over the coming months – providing opportunities to keep the panto visible in the run-up to December.

And with several months still to go before the curtain goes up, the story of Sleeping Beauty in Crewe is only just beginning…