Griffin Theatre – Amplify Project

The Griffin Theatre Company is focused on Australian writing. Located in Sydney’s historic SBW Stables Theatre, they lead the country in developing and producing great Australian stories, and are dedicated to supporting Australian artists.

Griffin’s purpose is to reflect the true plurality of Australian identity through storytelling. Griffin is making a necessary shift away from the industry standard marketing model to actively welcome and include new audiences by including the community in the process of planning from the get-go.

Griffin Amplify is a new audience initiative that will allow the company to authentically integrate cultural consultation into their marketing and community development. The marketing plan for each Amplify show will be tailored to the specific needs of the project in consultation with the writer and the communities they want to reach.

The plan includes writer consultation workshops to understand and help the writer to articulate the intent and ‘who’ and ‘why’ of their work. Griffin will work with external cultural arts consultants from communities to co-draft the action plan necessary to get audiences engaged with the piece. New ways of audience engagement will be sought beyond the current theatre capacity by creating bespoke cultural events, like musical performances or exhibitions, alongside the season to engage additional artists and creatives.

A by-product and second objective is to create marketing models that other theatre companies and arts organisations can learn from and implement, increasing sector competency.