Influencer marketing is a type of marketing that focuses on using key leaders to drive a brand’s message to the larger market. It is an increasing trend and very popular among young people. On the other hand, the audience of theatres is growing older, and there is a

need for rejuvenation and renewal. The project aims to build the capacity of theatre organizations to increase their audience and engage younger audiences through social and influencer marketing for their theatre and the whole theatre sector. Through a synergy

between partners from 4 countries that are experts in digital and social marketing, partners experts in online learning, and theatre organizations, the project promotes the cooperation between social influencers and theatre organizations to develop and implement an Influencer Marketing Strategy. Based on the results of the pilot implementation that will be made with the theatre organizations that are partners in the project, there will be developed methodology and online resources that could be used by other theatre organizations all around Europe. Moreover, online training activities (both synchronous and asynchronous) will be organized to transfer the expertise and experience acquired to at least 230 theatre organizations and cultural operators around Europe. It is expected that by the end of the project, theatre organizations are going to upgrade their online presence and reach an

increased audience, mainly belonging to the younger ages, have an increased number of people (especially from the younger generations) to come as the audience to the theatre performances that they offer have grown contacts with the world of social media

and influencer marketing and develop long-lasting relations which will support the sustainability of the project outcomes and have advanced skills in the development and monitoring of social and influencer marketing strategies.