Mercury Theatre

Mercury Theatre

Using inspiring video and immersive storytelling to promote productions, activities and the theatre's work in the community.

The Mercury is an artistic powerhouse in the East – a vital, vibrant, welcoming centre of culture for the people of Colchester, Essex and beyond.

The theatre takes its name from the Roman messenger god, Mercury. It was Mercury’s task to connect the people with the gods, it was our task to connect the community with the story and heart of The Mercury Theatre.

After 18-24 months of redevelopment, The Mercury Theatre was always destined for a big relaunch at the end of their extensive renovation.

The creative brief was straightforward – celebrate the huge renovation of the theatre, amplify their story with a focus on the range of classes, accessibility and communities that make the Mercury such a special place to so many.


Central brand relaunch video
Full length promotional videos
Channel specific ratios and formats
Views across all marketing channels

A celebration of new life

Fitting with their new, revitalised brand look and feel, the team at the Mercury Theatre wanted to convey that they are ‘more than a theatre” and “more than a show”. The videos needed to herald and welcome the Mercury’s return, whilst also welcoming anyone new to come and see what they do. The theme of coming back needed to feel inclusive, welcoming to all, with a whole new programme and building for everyone.

The video strategy was focussed on building excitement around the relaunch with a sense of coming back home, welcoming people back (or new people in) to their remarkable new building. Encapsulating the Mercury as upbeat, vibrant, inspirational and welcoming to all.

Accessibility for all patrons

The Mercury Theatre wanted to take viewers on the entire journey, from the bus stops, car parking, points of approaching the theatre. From entering the theatre to the location of the key areas, including lifts, toilets, seating, front of house/box office and bars and include the backstage facilities too.

By highlighting the features that have been built into the design of the layout of the new building, we detailed and explained the access improvements around the building for audiences and visitors with access needs (both front of house and back stage). Incorporating interviews with patrons with accessibility needs we provided first hand experience and conveyed the true impact of the improvements.

Showcasing the spaces

The Mercury Theatre’s new production block houses a fully accessible rehearsal room, dance studio and creative learning space that can accommodate a large number of activities from dance classes, fitness sessions, group rehearsals and workshops.

This created an additional need for a film that ‘show off’ the extensive new facilities and spaces to potential hirers and producers, including the front of house areas, dance studio, rehearsal studio and meeting rooms. From the reception area, changing facilities and access to the main building we have helped show the versatility of the spaces and how they will provide a home for a number of community groups for years to come.

Services Provided
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“StrategiQ have been fantastic to work with; their ideas were completely founded on our goals and vision for this campaign, with creative and effective results. The team at StrategiQ were fantastic in bringing the reveal strategy to life and creating a truly transformational series of videos to help us unveil the new brand, the building and the new offer to the local community and the region.”
Michelle Emmerson-Grey - Head of Marketing and Communications

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