CASE STUDY · THEATRE
SIX the Musical
A three week campaign for the first West End week of SIX performed in Japanese, led by interviews with the producers who brought it to London.
Sector: Theatre · Services: Editorial, Interview, Reader Offer, Giveaway, Newsletter
THE PRODUCTION WE PROMOTED
The Queens, in Japanese, for one week.
SIX the Musical (Japanese company)
Produced by Kenny Wax, Wendy and Andy Barnes and George Stiles in partnership with Umeda Arts Theater. Performed in Japanese with English captions, the first time an international language version of SIX has played the West End.
Japanese with English captions · West End debut · Vaudeville Theatre, Strand
4 to 9 November 2025
THE PARTNERSHIP
How the partnership came about
Japan Nakama approached the SIX team in September 2025 about the Japanese company's week at the Vaudeville. We worked with the show's publicist at ANR PR and with Kenny Wax Productions to agree a package. They supplied press assets, two producer interviews, a reader discount code, a pair of tickets and a programme signed by the Japanese Queens.
OUR APPROACH
How we ran the campaign
Editorial
We published a preview of the London week and a second piece on the Japanese language and manga workshops held alongside the run. Both linked to booking.
15 and 26 October 2025
Interview
We interviewed producer Kenny Wax on bringing the Japanese company to London, and ran a Q&A with Hiroko Murata of Umeda Arts Theatre UK on translating SIX into Japanese. Both went live together.
24 October 2025
Reader Offer
Kenny Wax Productions set up a discount code for Japan Nakama readers across all price bands. Booking with the code also entered readers into a draw for a programme signed by all ten Japanese Queens.
Code NAKAMA10
Giveaway
We gave away a pair of tickets for the Saturday evening performance, promoted across our site and newsletters.
October 2025
Newsletter
Four newsletters went to our 20,000+ subscribers in the fortnight before the run, carrying the interviews, the reader code and the giveaway.
21, 23, 26 and 29 October 2025
THE IMPACT
What it added up to
What the campaign gave a one week West End run.
IN FRONT OF THE RIGHT FANS
Japan fans and musical fans together
The campaign reached readers who follow Japanese pop culture and might never have booked a West End musical.
A SEARCHABLE HOME
The producers on record
Two producer interviews stay live as English sources on how SIX was carried into Japanese.
ENGAGEMENT AND INTENT
A trackable offer
The reader code tied bookings back to Japan Nakama and fed the signed programme draw.
ENGAGEMENT AND INTENT
Seats for the Saturday night
The ticket giveaway gave a Japan Nakama reader a pair of seats for the Saturday night show.
“We saw that you guys had posted this lovely preview”
Arabella Neville-Rolfe, Publicist for SIX, ANR PR
WORK WITH US
Bringing Japanese theatre or dance to London?
Tell us about your production and we will put together a campaign for our readers.