History resonates in The Rosenberg/Strange Fruit Project
The brief
Launch a play about Robert Meeropol, who was adopted by the man who wrote the song Strange Fruit. Meeropol was orphaned after his parents’ execution for espionage, following the most high-profile espionage trial of the Cold War.
Written by John Jiler, and featuring live music by clarinettist Sweet Lee Odom (both from New York), this was the first show that John had brought to the Edinburgh Fringe.
My tasks were to manage design concept creation, to get national coverage, and to drive audiences to the show.
My role
I worked with Muse Design to develop an enticing design concept - ensuring that live music was represented and archive materials included.
Once agreed, the design was rolled out to print and online. I provided strategic advice on advertising and suppliers.
The media relations campaign had to be carefully handled. Treading sensitively when discussing interview opportunities with the Meeropol family was vital.
My first media release focussed on the upcoming 70th anniversary of the executions, and the powerful influence of the family on American history.
As there had been UK national coverage of the trial over the years, I contacted previous feature writers before the anniversary. An opening night invite was sent to the press and other producers.
I hired street team staff who marketed the show (which included contacting Edinburgh music/record shops) and a filmmaker who created an atmospheric trailer.
The result
In the press, preview coverage included a piece in the Edinburgh Reporter. After three months of working with columnists, The Sunday Times published a double-page spread about the backstory and the show on the Sunday before the Fringe.
The Oppenheimer film had opened in late July, so the links with the case (the Rosenbergs had been convicted of passing atom bomb secrets to the Soviet Union) made the story especially timely. The piece received over 37,000 views online, with the print supplement reaching an audience of 648,000.
In the first week, two reviews were published, including a four and a five-star. Other reviews included a five-star by the British Theatre Guide, and Fringe Review and ThreeWeeks write-ups.
The Director of the show said that she'd never seen a first Fringe visit achieve such strong advance sales. The production is now being considered for a New York run.
“James was our guide through the labyrinth of Fringe marketing. His plan for advertising, rounding up reviewers, and generally raising the profile of the project was magnificent. Edinburgh in August can be competitive and bewildering, and having a partner like James allowed us to cut though it all with power and confidence. I can’t recommend his services highly enough.”
