Communications Design Brief lyceum org uk May 2014 contents


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Communications Design Brief

May 2014







The following information provides pitch information about The Lyceum, our brand, our audiences and the three Season productions to be included in the pitch. 5


The Lyceum brand is experiential, defined by the work performed by the company. The audience encounters: 7








Creative Brief: Kill Johnny Glendenning by D.C. Jackson 13

Creative Brief: The BFG by Roald Dahl, adapted by David Wood 14

Creative Brief: Hedda Gabler 15

The Lyceum is Scotland’s foremost producing theatre. We produce eight new shows a year: an eclectic mix from classic theatre to world premieres of new plays which we perform in a beautiful Victorian theatre off Lothian road in Edinburgh’s Cultural Quarter. Our audiences are made up of 1/3rd subscribers (booking in advance for every show in the season) and two thirds single ticket bookers, picking and choosing the plays that appeal to them.
Alongside our producing work we also operate Lyceum Creative Learning, delivering schools work, courses and classes for adults and talks and events for everyone. In addition, we are home to one of Scotland’s largest Youth Theatre companies; with over 300 members.


We are seeking a designer/ design agency who will work in partnership and support the newly appointed in-house team to deliver effective communications for the theatre and its work, both on and off stage.
We want to work with an agency that can create visually interesting and engaging images to represent our work across a range of media and produce targeted print materials for the Company’s on-stage work and our wider events and initiatives.
The task requires sensitivity to the arts and culture marketplace, a genuine interest in The Lyceum’s products and a proactive behaviour in keeping abreast of arts marketing, both nationally and internationally. We want you to see our work, be challenged by what we do and for you to challenge us as we build our audiences, income and reputation.


  • To produce promotional material that will engage and interest our audience and drive ticket sales.
  • To strengthen The Lyceum brand through understanding and implementing its audience development plans and through consistent, positive, high quality representation of The Lyceum’s work.

  • To create a strong identity for the theatre’s work, both on stage (i.e. productions, events) and off stage (Education, Community Outreach, Lyceum Youth Theatre) and in all areas of income generation (tickets, venue hire, events, fundraising).

  • To develop a creative, responsive, cost and time efficient method of working in collaboration.


The Royal Lyceum Theatre is a registered charity and funded by the City of Edinburgh Council and Creative Scotland. Our resources are therefore limited and we are accountable for the efficiency of our use of public money. Budget for design within a year is in the region of £25,000, with additional resource for printing and digital work.
The theatre works with a variety of printers in the Central Scotland region including MLG, ARC, Allander and DPI.
The current website is a relatively recent development which is undergoing evolutionary change and development, content is managed through The Lyceum’s Communications team. Our chosen creative partner will need to work closely with the theatre’s team and on occasion our web developer to ensure all communications materials represent the company and its needs.


If you are a designer or agency interested in a creative collaboration with The Lyceum, and would like pitch for the design contract for The Lyceum’s Season 2014/15 (June 2014 – April 2015) please:

  1. Inspire us with a short statement of interest / credentials (max 400 words)

  2. Provide short sample portfolio of relevant work (not necessarily theatre)

  3. Submit full contact details to:

Emma Robertson-Werner, Communications Manager

Royal Lyceum Theatre Company

30B Grindlay Street


Email: | Phone: 0131 248 4800

Portfolio work may be provided as hard copy, links or downloadable files.
A maximum of three applicants will be invited to pitch.

Tue 20 May, 2014 (12 noon)

Closing date for notes of interest

Thu 22 May, 2014

Applicants selected

Wed 11 June, 2014

Pitch date

Mon 16 June, 2104

Creative Partner appointed


Wed 11 June, 2014
The Pitch will be made to Communications Director (Ben Jeffries) and Communications Manager (Emma Robertson-Werner). We hope to appoint our creative partner by Monday 16June to begin work on the initial presentation of our Season 2014/15 – the creative treatments for the Season shows and the production of the Autumn Season brochure.
Pitches should cover:

  • A presentation of artwork concepts for three of the Season 2014/15 productions and how these provide effective promotion for the individual events to our target audiences. (We do not expect finished graphics, more a selection of creative ideas for discussion.)

  • Demonstration of being suited to working with us (examples of appropriate previous design work and impact of its delivery.)
  • How you would approach ensuring all our communications collateral from production posters, to web, to events in the community, bar menus and signage can reflect who we are in a cost and time effective manner.

  • Costing for the creation of all materials in the Current Season Output spec.

  • Details of the proposed practical working arrangement

    45 minutes will be allocated for each design pitch (20 mins. max for presenting, and up to 25 mins. for discussion)

The following information provides pitch information about The Lyceum, our brand, our audiences and the three Season productions to be included in the pitch.


The Royal Lyceum Theatre Edinburgh is home to one of Scotland's largest and most successful producing companies: The Royal Lyceum Theatre Company. Its main output is its Season of high-quality drama productions, running from September to May. In addition, the Company produces a family show every Christmas, and productions by the Lyceum Youth Theatre throughout the year. The Lyceum also plays host to the Edinburgh International Festival, The Magic Festival, National Theatre Connections (Youth Theatre), Edin Docs (Documentary Festival) and TEDx events and other visiting Companies. In addition, The Lyceum runs an ambitious and acclaimed Creative Learning department.

With a strong reputation for excellence in both classical and contemporary work, The Lyceum is committed to developing the country’s considerable indigenous talents while presenting the best of international drama to the public. It achieves this through developing a local, UK and international profile; this includes commissioning new work, staging contemporary plays and producing classics of world theatre.

The Company performs for up to 48 weeks of the year, producing up to 8 plays in that time, making the Company one of the largest producing companies in the UK. The Company employs a core of around 50 full-time staff, plus up to 50 part-time Customer Service staff.

The Lyceum has staged co-productions with Theatre Royal, Bath, The Bush Theatre, London, Nottingham Playhouse Theatre Company and Belgrade Theatre, Coventry, The National Theatre of Scotland, The Citizens Theatre, Glasgow and Chichester Festival Theatre.

The Royal Lyceum Theatre Edinburgh is leased by the Company from the City of Edinburgh Council. With a seating capacity of 658, the theatre building is a magnificent example of late Victorian architecture. There have been two recent major refurbishments; in 1991 the addition of a magnificent glass foyer enhanced the frontage of the theatre and provides a welcoming area for people to gather. The auditorium was refurbished in 1996 with new seating, more leg room and a substantial reduction in the number of restricted view seats to ensure that visibility and comfort are a priority for the audience.

The Lyceum brand is experiential, defined by the work performed by the company. The audience encounters:

  • An eclectic mix of theatre through the year

  • Theatre that is challenging and relevant

  • Theatre that is fresh

  • Theatre of high quality that is critically acclaimed

The Lyceum brand is also driven by the theatrical experience:

  • The performance is live, intense, immediate and exhilarating

  • The Lyceum is a welcoming and attentive host

  • The ticket prices offer great value

The Lyceum brand is influenced by audiences and geography:

  • The Lyceum actively promotes inclusion

  • The Lyceum is proud to be based in Edinburgh

The Lyceum’s personality is:

  • Passionate and committed

  • Energetic, vibrant and refreshing

  • Friendly, down-to-earth and approachable

Proposition – what do I get?

A great night out with fresh, exciting theatre that’s worth talking about.


The Lyceum has approximately 3,000 Season Ticket Holders who attend each of the Season Productions (excluding Christmas). Approximately 70,000 individual tickets are sold in addition to the Season Ticket holders each Lyceum Season.
The Lyceum is one of the few producing theatre companies to offer a Season Ticket Holder package. This scheme has been very successful for a number of years. The Season Ticket Holder audience is crucial as they not only provide valuable advances sales and income but they also bring a sense of ownership and community to The Lyceum.

The most common perception of The Lyceum is that the audience members are mainly middle-class and 55 plus. A large percentage of the audience fall into this category, but the profile of our audience is extremely varied.

A large number of school pupils attend the productions and associated workshops both within the theatre building but also as part of The Lyceum outreach programme.

The largest percentage of The Lyceum’s audience is based in Edinburgh and the Lothians.

However, bookers from the Borders and the West also make up a small percentage of our audience. As do visitors to the city from throughout the UK and Overseas.


The Lyceum prides itself on its access facilities, providing Audio-Described, BSL Sign Language Interpreted and Captioned performances for every production, lift access to all levels of the theatre and accommodating all assistance dogs.

Audience Development

Key target groups that The Lyceum hopes to engage more with include:

MOSAIC profiles of audience and potential demonstrate that while we have a broad spread of audiences across socio-demographic groups, we are most strongly represented in Mosaic Groups Upper Echelons and Urban Sophisticates. In terms of market penetration, our audiences are approximately 25% of all Edinburgh drama attenders (the Benchmark) in each group.

Breaking this down into Mosaic types shows a similar pattern across our top 21 types (by audience numbers), with MOSIC group E showing the most potential for growth.

E23 “Inner City Transcience” and E19 “Prestige Tenements” are key audience development targets as are A03 – “New Influentials”



Each production runs for three weeks (approx. 24 performances). The exception being Christmas; which runs for six weeks (approx. 55 performances, including schools shows).
Production 1 (Sept/ Oct) Kill Johnny Glendenning by DC Jackson

Production 2 (Oct/ Nov) The Bondagers by Sue Glover

Production 3: Christmas (Nov - Jan) The BFG by Roald Dahl, adapted by David Wood

Production 4 (Jan/ Feb) Faith Healer by Brian Friel

Production 5 (Feb/ Mar) The Caucasian Chalk Circle by Bertolt Brecht

Production 6 (Mar/ Apr) Hedda Gabler by Henrik Ibsen

Production 7 (Apr/ May) The Venetian Twins by Carlo Goldoni, adapted by Tony Cownie


Supply Note

All design work should be digitally supplied to The Lyceum in appropriate formats for print, web and archive purposes; as per specification requests on a project by project basis.



Season print is produced to promote multiple productions in one place:

  • Autumn Season brochure (all Season plays) | August distribution

  • Spring Season brochure (Jan – May plays) | December distribution


The Lyceum produces seven (occasionally eight) plays per season. Six of them are sold as part of a Season Ticket Holder package, and the seventh is the Christmas show.

Print produced per production (one core creative for each show):

  • A5 flyer (used for distribution)

  • A2 poster (used for distribution)

  • A0 poster (venue displays)

  • 4 sheet poster (used for outdoor media slots)

  • 6 sheet poster (used for outdoor media slots)

  • Direct Mail A5 Postcard

  • Production programme A5 (24 page)

  • Press Advertisements: Average 10 per production and 20 for Christmas. Varying specs

Season Ticket Holder Materials

  • Season Ticket Holder newsletter – Once per year A4 (8 page) | June distribution

Lyceum Youth Theatre (LYT)

  • Two LYT brochures per season (6 page, A5) | August & December distribution

  • Easter and Summer holiday course print*

  • Four LYT productions print (includes National Theatre Connections festival and ‘Summer on Stage’)*

*One creative for each production - A5 flyer and A2, A0 and 6 sheet posters
Creative Learning

Currently no standard print produced. There is the possibility that event specific print design will be required.

Development/ Fundraising

Currently no standard print produced. There is the possibility that initiative specific print design will be required.


Business Stationary including:

  • Company letterhead and envelopes

  • Business cards

  • Compliment slips

Speculative Additional Design Items

  • Annual report

  • Project evaluation report/s (Creative Learning/ Education)

  • Additional, non traditional items: e.g. pop up banners, cut out displays,
    wrist bands, badges, pens and other event specific promotional merchandise


An ever increasing part of our promotional activity all out theatre productions require promotional images to work across a range of paid for and free digital platforms

  • Production/ event specific digital advertisements (MPUs, Banners, Wide Sky etc). Average 15 per production and 20 for Christmas. Varying specs.

  • Production artwork supplied in appropriate formats for use on The Lyceum website and for E-Newsletters (as per supply note).


Please note: These figures are inclusive of all agency fees.

Press Advertising (design and ad space)


Promotional Materials (design and print costs)


Digital Marketing (ad space & e-marketing & mixed media creation)


Direct Mail (design, print and postage)




Production Photography


Corporate Communications



Creative Brief: Kill Johnny Glendenning by D.C. Jackson

Project Overview

A brand new work by a fast – rising young Scottish Writer D.C. Jackson whose previous plays have won Fringe Firsts, taken him to London and seen him write for hit Channel 4 TV series Fresh Meat.

This violent and very funny cautionary tale of Scottish Gangster life will be produced at The Lyceum in a co-production with the Citizens Theatre Glasgow where it will transfer, playing six weeks in total, three weeks in each venue.
About the Play

Taking aim at the dangerous machismo of the gangster image as promoted in American TV shows and Scottish tabloid and celebrity culture, Kill Johnny Glendenning is a foul mouthed, corpse-strewn comedy of in-fighting, honour killing, backbiting, grassing and the fatally dangerous, politics of rule by fear.

Mob Boss MacPherson sends Johnny Glendenning over the water on a job and while his back is turned, uses press contacts at the Glasgow Daily Reporter to place a false story accusing the ex-loyalist gunman and general hard case / nutcase Johnny of being a grass. His plan is that Johnny’s former INLA colleagues will read the news and seek immediate, violent reprisals for this alleged treachery by killing Johnny, thus saving MacPherson the unpleasant and messy task of tidying up this loose end of a man himself.

Sadly for MacPherson, Glendenning is google-alert enabled, realises a plot is afoot and grasps his colleague’s plot. Understandably upset, he starts a violent killing spree across the many bars and clubs MacPhereson owns in Glasgow’s West End… in a world where reputation is all, this is very bad for the Boss’ business.
MacPherson however is otherwise occupied overseeing the feeding of a dead reporter to some pigs on a farm in Ayrshire following a fatal fuck-up by some half witted underlings he had tasked with ensuring the ‘Glendenning Grass’ story was not spiked. It never rains but it pours, eh?
Things start getting torrential for MacPherson when Johnny turns up at the farm, bullets start flying and it begins to look as if the pigs are in for a proper feast… if there’s anyone left to feed them the bodies.
By turns graphically violent and sharply witty, in two words - Tartan Tarantino.

About the Production

Directed by our Artistic Director Mark Thomson, the production will have a largely Scottish cast and creative team although at this stage of the process, no casting is in place.

This production is at the more challenging end of The Lyceum spectrum and we will be hoping to reach a new, younger audience who may have seen D.C. Jackson’s work at the Fringe or on Channel 4.
Target Audiences

We will be targeting our existing audience (including Colleges and Universities) for such work through direct contact from the Company (seasonal guide, website and mailing lists - email and post) but are keen to attract a new audience, and will be especially focusing on students as we open in the second week of the University term.

Other targets will be MOSIC GROUP / TYPES

Group E: Urban Sophisticates

Types: Prestige tenements and inner City Transients

The creative concept will need to feed an image for seasonal brochures, the Company’s website, press and digital ads, an outdoor poster campaign and possibly (budget allowing) a short trailer.

Creative Brief: The BFG by Roald Dahl, adapted by David Wood

Project Overview

A recent classic and one of Roahl Dahl’s most loved children’s stories is brought to The Lyceum stage in what will be the BFG’s biggest ever Scottish production. The Lyceum has a long tradition of telling children’s stories on stage at Christmas, some of our most popular being The Wizard of Oz, A Christmas Carol and The Lion the Witch and the Wardrobe, although this story is perhaps a little more modern it is one of the most popular children’s books ever written, and of particular appeal to ages 5 – 12 and their families. It is also likely to prove very popular with with Primary Schools. With five weeks of performances The Lyceum Christmas show has a longer run than other productions; and a larger proportion of the annual communications budget.

The Christmas family entertainment market is very competitive in Edinburgh with west end musical Wicked at The Edinburgh Playhouse, Scottish Ballet at the Festival Theatre Edinburgh with Cinderella
, a traditional panto Aladdin at The King’s Theatre and a Traverse Theatre Christmas show yet to be announced.

We have the rights to use Quentin Blake’s classic illustration which is instantly recognisable to the target audience, and will be at the core of our promotional activity forming the basis for design and the show campaign. The design challenge is to use this image creatively across all media, for maximum impact in a crowded market and to ensure clear association of the image with The Lyceum’s theatrical production.

About the Play

For more info on the story see

The adaptation by David Wood is now well established and reviews of other productions are available online.
About the Production

While not a musical, the production will benefit from the recent high profile West End theatrical adaptations of both Matilda and Charlie and the Chocolate Factory. This production is being directed and created by the same team who produced last year’s Lyceum Christmas show A Christmas Carol – a huge Box Office hit much loved by all who saw it.

The stage version uses puppets huge and small alongside real life actors playing the giant and other characters.There will be musical elements too.
Target Audiences

We will be targeting our existing audience (including extensive Schools lists) through direct contact from the company (seasonal guide, website and mailing lists - email and post) but are keen to attract a new audience, and will be especially focusing on Primary age children and their families.

MOSAIC target Group for new audiences will be: Group B: Families on the Move
Key Selling Points

  • Much loved children’s story – especially with Roald Dahl’s current profile with Schools and Young people.

  • Reputation of Lyceum Christmas shows (classic stories beautifully told) and reputation of creative team.


The classic Quentin Blake image will be used across a range of media - season guides, the company’s website, Schools communications an outdoor poster campaign a short trailer and wide range of other press and digital promotional campaigns TBC.

Creative Brief: Hedda Gabler

Project Overview

A classicplay, given a classic production – this is the kind of work for which The Lyceum is best known and our core audience of Season Ticket Holders will look forward to this spring production. For Season Ticket Holders this is unlikely to be their first production of Hedda Gabler. Aside from our core drama audience we will be reaching out to Secondary school and College students for whom this is a likely ‘set text’.

About the Play


About the Production
The play will be directed by our newest associate artists – Amanda Gaughan – her first directorial role for The Lyceum, although she has directed for other major Scottish producing houses The Citizen’s Theatre, Glasgow and Dundee Rep.
We do not yet have details on casting or design so at this stage we assume a reasonably conventional approach to the play – period costume and a directorial approach designed to bring this classic to fresh life around the key central performance of Hedda.
While we are not expecting a well known face in the lead, this actor will be the focus of press and audience interest as they take on one of the most demanding, subtle, tragic and complex female roles in modern theatre.
Target Audiences

We will be targeting our existing audience (including extensive Schools lists) through direct contact from the company (seasonal guide, website and mailing lists - email and post) Hedda Gabler is also an opportunity to expand our core theatre-going audience

MOSAIC key target Group for new audiences will be

Group E: Type 19 Prestige Tenements

Group A: type 03 New influentials
Key Selling Points

  • Classic Theatre – this is a must see play for people who consider themselves theatregoers, drama students etc

  • Classic female role by emerging female director

  • Actress cast as Hedda (not yet known)


The idea will need to feed an image for seasonal guides, the company’s website, an outdoor poster campaign, press and digital ads, and possibly (budget allowing) a short trailer.

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