Using media coverage to build a brand

'Although we are based there, Scottish Dance Theatre only perform at the Rep twice a year (three shows in February and three in September) so there is plenty of time in between for Dundonians to forget that this internationally acclaimed company is their own. Drip-feeding human interest stories about company members helps give a sense of SDT being a local-based success story which readers like.

I regularly set up local photocalls and interviews on anything and everything to keep SDT in the local eye when away on tour. People like to read about people rather than some anonymous group. If they get to recognise dancers' faces - even better.

Personal stories also help reduce the fear factor among potential audiences who don't think dance is for them.

For the nationals, as well as features in the expected arts sections, I've widened the net to set up press items in other parts of the papers (not everybody reads the arts pages). We've done fashion spreads and fitness items among other things. It's all about lateral thinking basically - loads of people see these types of items and as long as we get a plug for the upcoming shows, everybody's happy!'

Drew Tosh, Press and Marketing Manager, Scottish Dance Theatre