A Sensational Return to Toronto
A full-service marketing campaign for Hamlet’s limited Toronto run.
Project
The Tragedy of Hamlet: Prince of Denmark
Timeline
January - April 2026
Location
Elgin Theatre, Toronto
Solutions
Full-service event marketing
Groundbreaking Theatrical Ballet
Following its sold-out world premiere in Toronto in 2024, The Tragedy of Hamlet: Prince of Denmark, created by Robert Lepage and Guillaume Côté, went on to tour the globe with 43 performances across 15 cities in 5 countries. Praised for its emotional power and striking fusion of theatre and dance, the production returned home in April 2026 for a strictly limited three-performance run at Toronto’s historic Elgin Theatre, presented by Show One Productions.
The Challenge
After a sold-out Toronto premiere in 2024, Hamlet returned two years later with a shorter run and a new marketing challenge. The production already had recognition, but the campaign could not rely only on the previous audience or the success of the first Toronto engagement. We needed to reintroduce the show with fresh energy, explain its unique fusion of ballet and theatre, and make an ambitious cultural production feel accessible to new audiences across Toronto. The campaign also had to work across many touchpoints, from paid ads and eblasts to social media, print, community promotion, and out-of-home visuals.
The Outcome
The campaign helped bring Hamlet back to Toronto with strong demand across a strictly limited three-performance run. The project sold 3,835 tickets, reaching 90% capacity with a blended ROAS of 14.89x, or approximately 1,489%. Paid media generated 8.2 million impressions and drove over 53K website visitors. During the January to April promotional period, social content delivered 3.6M views and 62.7K interactions on Instagram, plus 2.6M views and 9.4K interactions on Facebook. Creative assets also extended beyond digital, with visuals produced for Bell Media out-of-home promotion.
Campaign Results
We helped turn Hamlet’s limited Toronto return into a high-performing cultural campaign
Venue capacity reached
Blended ROAS delivered
Social media views generated
How We Got There
We built a full-service campaign that reintroduced Hamlet as a must-see groundbreaking theatrical ballet
We positioned Hamlet as a powerful theatrical experience returning home after a global tour. The campaign built around its sensational Toronto return, strictly limited run, and the creative force of Robert Lepage and Guillaume Côté, while making the rare fusion of ballet, theatre, and wordless Shakespeare feel clear, emotional, and worth seeing live.
Performance Marketing
We shaped the campaign strategy, messaging, audience approach, and media mix across Meta, Google Search, Display, and email. The campaign was built to reintroduce Hamlet, drive ticket interest, and connect the production with both returning patrons and new Toronto audiences.
Creative Production
We built the visual foundation of the campaign across digital, print, and out-of-home. This included promo videos, ad edits, campaign graphics, email visuals, print materials, and Bell Media OOH assets designed to keep the campaign consistent across every touchpoint.
Workshop Content Production
To build momentum ahead of the performances, we captured photo and video content during the Hamlet Dance Sword Fighting Workshop led by Guillaume Côté and Lukas Malkowski. The materials supported social content, influencer promotion, and additional campaign storytelling around the production.
Final Notes
A world-toured Hamlet came home, and we were proud to help bring it back to Toronto.
This project felt especially close to us. Our journey with The Tragedy of Hamlet: Prince of Denmark began with video production during its world premiere in Toronto in 2024, and continued through its Chicago and Boston runs. Over time, this production became more than just another project in our portfolio. After travelling the world, this powerful theatrical ballet returned to the city where it all began, and we were proud to support that homecoming with a full-service marketing campaign. We truly believe in this production, and we hope its story continues to reach more stages, cities, and audiences.
