Polecats returned to Adelaide as part of a national tour from November to December 2012, following award-winning, sell-out shows at the Adelaide Fringe in 2007. The dance spectacular mixes elements of physical theatre and burlesque cabaret through contemporary dance, ballet and pole dancing.
communikate et al worked with Adamek Productions from June 2012 to February 2013 to help market, publicise and offer issues management services for the national tour of Polecats. The objectives of the campaign were to raise awareness of Polecats amongst the target audience, increase ticket sales in each state, highlight the message of female empowerment and build a loyal following of Polecats via social media channels.
The campaign secured significant media coverage to raise awareness of Polecats by reaching a total audience of 9.2 million. Forty seven stories were reported across 42 different media outlets in print, television, radio and online media. Social media on Facebook and Twitter played a key role in increasing awareness and building a following with a total of 1,255 ‘likes’ on Facebook. Data from Facebook showed that interactions were predominantly reaching the target audience of young adult to middle-aged females.