International touring also means introducing your work to audiences and communication teams who may not know you yet. Good marketing materials - and a thoughtful approach - can make a huge difference to how your show lands in a new place.

Understand who the local audience is

Work with the presenter’s marketing team

Adapt your marketing language

Expect variations in media engagement

Outreach and engagement

<aside> 📚

DIVE Deeper

In HOW DO I REACH OUT TO AUDIENCES IN THE UK? we explore various ways UK artists connect with audiences beyond the stage. This serves as inspiration for artists and countries worldwide.

</aside>

<aside> 💡

Top Tip: Have a Marketing Pack

Make life easier for every marketing team you work with by creating a simple, well-organised marketing pack. It’s often a simple word document where marketing teams can easily copy/paste the information they need to promote your show to the audience.

It includes:

• Marketing copy
• Credits
• Practical info
• Photos
• Trailer
• Press quotes and testimonials
• Trigger warnings or content notes:
• Links

Having everything in one place saves everyone time, reduces back-and-forth emails, and makes a strong professional first impression. It also ensures that presenters use the right text and the best photos - which helps audiences understand your work before you even arrive.

</aside>