National Theatre – Driving Growth & Engagement

The National Theatre is one of the UK’s most important cultural institutions, staging world-class productions that range from bold new writing to reimagined classics. Its reach extends far beyond London’s South Bank through National Theatre Productions touring shows, NT Live cinema broadcasts, and NT@ Home streaming, opening theatre to millions worldwide and making culture more accessible than ever.

Altair’s remit was to challenge conventions in how the National Theatre connects with audiences. By applying a behaviour change lens throughout the business and deep audience insight, we developed award winning multi-channel strategies that unlocked new audiences for both live and digital experiences. Our approach delivered commercial growth, whilst advancing the National Theatre’s cultural mission, ensuring stronger box office returns, broader reach and deeper engagement across stage, screen and home.