The Master at Shakespeare's Schoolroom & Guildhall

Quill writing, Shakespeare's Schoolroom & Guildhall

Getting to the eye of the Shakespeare400 storm

The opening of Shakespeare’s Schoolroom & Guildhall on 23 April 2016, following a National Lottery Heritage Fund supported restoration, was an incredible, spine-tingling moment that took place on the 400th anniversary of William Shakespeare’s death. For the first time the place where Shakespeare went to school and had his first experiences of professional theatre would be a revealed as a visitor attraction.

Along with the poignancy of the occasion, the opening was extremely important to Stratford-upon-Avon. This would complete the town’s historic spine, which takes visitors from Shakespeare’s place of birth (Shakespeare Birthplace Trust) to the school where he was taught, the Church where he was baptized and is buried (Holy Trinity Church) and then into the world that celebrates the legacy of his work (RSC).

Whilst an incredible opportunity, the whole world was marking Shakespeare400. We had to achieve cut through in the midst of a huge international media frenzy, and recognised that the way to get us to the eye of this storm lay in the story itself. For this was the place where a bright young schoolboy would be inspired to become the world’s greatest playwright. A place of learning since the 1420s about which there was little awareness, which for the first time would open its doors as a visitor attraction; this was something to lead and excite audiences with.

Through briefings with regional, national and international media, hosting press trips, milestone moments in the restoration of the building, creative campaigns, stakeholder relations and partnership work, media previews, a media open day and a social media strategy Shakespeare’s Schoolroom & Guildhall created its own storm.

Highlights included being the only location BBC Breakfast and BBC Newsround did live Shakespeare400 broadcasts from, stand out coverage in The Guardian, Telegraph, Sunday Times and FT. International coverage across 23 countries, including a lead story on CNN and Wall Street Journal’s Photo of the Day.

Gold CIPR NW Award winner for the best Art, Culture or Sport Campaign 2016.