Skip to content
Our Mercury Tickets box office is currently closed to the public and our operations are taking place remotely while our team work safely from home. Phone lines remain open Tue - Thu, 11am - 3pm and our emails and are monitored Mon - Fri, 9am - 5pm. Thank you.

Mercury Theatre turns to Spotify to promote new musical Pieces of String

Posted 11th Apr 18
  • Mercury believed to be first UK regional theatre to advertise an original theatrical production on the popular music streaming service, which reaches 9m people in the UK
  • Adverts targeted at fans of musical theatre, achieving very strong click-through rates
  • Ads promote Gus Gowland’s new musical Pieces of String.

Listen to one of the adverts


The Mercury Theatre has launched 15 and 30 second adverts on the Spotify music streaming service, taking advantage of a new service which launched to UK advertisers last month.

Spotify Ad Studio launched in mid-March, and allows organisations of all sizes to run targeted adverts which are then played to users of Spotify’s free music streaming app. Adverts can be targeted based on the music people listen to, their age, gender, location, and even mobile device.

The adverts, launched this week, promote the new musical Pieces of String by Gus Gowland, which was developed by Perfect Pitch and is co-produced by the Mercury Theatre Colchester and TBO productions.

Robin Cantrill-Fenwick, Deputy Executive Director of the Mercury Theatre said:

“With over 9 million active users in the UK, Spotify is bigger than Radio 1, and we believe we’re the first regional theatre to advertise an original theatrical production on this platform. The ability to promote our show to listeners of musicals in a tightly defined  geographic area is delivering great results. We’re seeing click through rates far above the norm – this is potentially a powerful platform for promoting new musical theatre to hard-to-reach audiences.”

Pieces of String is a new LGBT musical set simultaneously in the 1940s and in the present day. The show tells how Jane’s father, Edward, came back from the Second World War with a secret love that would change his life forever – a secret that he would carry until the day he died.

Pieces of String is designed by Linbury Prize winner, Fin Redshaw. The show opens on Friday 20th April, with press night on Friday 27th April

For more information, including performance times, prices and to purchase tickets, visit or call 01206 573948.

Notes to Editors

Current Spotify campaign for Pieces of String is achieving a 0.54% click through rate, vs an audio streaming average of 0.16%.

Posted By Robin Cantrill-Fenwick

Robin is the Mercury's Deputy Executive Director, responsible for marketing, audience services, ticketing, administration and commercial development.


VE Day 2020 Celebrations

Posted 5th May 20

We are delighted to be able to honour and celebrate the 75th anniversary of VE Day within our community this Friday, with a range of exciting, safe, socially distanced…

From Make It
What's On
Make It

Mercury Youth Theatre – End of Term Round Up

Posted 17th Jul 20

In March, the Coronavirus pandemic meant that our regular Youth Theatre sessions had to stop to ensure our young people’s safety. At the time, our young people had been working…

Follow Us For More