The Brief
Four Marketing Agency was appointed to coordinate Underbelly’s presence at Edinburgh Festival Fringe 2023, including show promotion, and arrange media reviews.

The Strategy
Our team created a tailored PR strategy to raise awareness of Underbelly by...

1. Creating a targeted media list for national, regional and trade press.
2. Drafting a series of press releases and listicle to promote Underbelly shows and performers.
3. Securing a series of broadcast interviews for key acts.
4. Arranging a series of press visits for journalists, influencers and bloggers.
5. Coordinating a series of photo calls for use in press and on social media.
6. Managing an exclusive press event for the Underbelly launch.
7. Promoting Underbelly’s annual Big Brain Tumour Benefit.

The Impact
We secured 1,395 pieces of global media coverage across national, regional and industry-trade titles.

Totaling an OTS of over 18 billion, some great hits include The Telegraph, The Times, The Scotsman, Daily Mail Online, The Guardian, The Independent, Evening Standard, Playbill, BBC Radio 4, The Skinny, The Metro, BBC Radio 6, The Herald, Theatre Weekly, BBC News, Edinburgh Live, Daily Mirror, Edinburgh Evening News, Entertainment Now, The Sunday Post, What’s On Stage, The Sun, Chortle, STV News, The List, Western Theatre, Scottish Daily Express, and The National.