Theatre NorthWest is expanding its reach as a cornerstone of professional theatre in Northern B.C., with support from Northern Development’s Marketing Initiatives program. Based in Prince George, the organization is adapting a marketing approach to attract new audiences and strengthen its role as a regional destination.
With $8,240 in funding toward a $16,480 project, Theatre NorthWest has launched a targeted gift card campaign designed to appeal to a broader audience across Northern B.C. The initiative includes a holiday campaign and a spring campaign timed around Mother’s Day, along with promotion of season passes for the 2026 to 2027 season. Advertising will run across television, radio, print and social media, reaching communities including Vanderhoof, Mackenzie, McBride, Williams Lake and Fort St. James. By shifting beyond traditional single-show promotions, the campaign positions theatre as a shared experience that can be given and enjoyed together. It also supports efforts to attract visitors to Prince George, offering audiences from surrounding communities a reason to plan a trip around a night at the theatre.
“The support from Northern Development has really helped us try something new with how we market our shows,” said Marnie Hamagami, artistic producer, Theatre NorthWest. “We’re looking at ways to bring more people in, whether that’s locals who haven’t been before or others visiting from nearby communities and make it easier for them to experience live theatre, especially around times like Mother’s Day when people are looking for something meaningful to do together.”
By positioning Theatre NorthWest as a cultural destination, the project is expected to increase ticket sales and drive visitation from communities that may not have local theatre programming. It also builds on ongoing partnerships with tourism organizations to highlight the value of arts and culture in supporting regional economies.
As Theatre NorthWest continues its 2026 season, including its current production of Murder on the Orient Express, running April 23rd – May 20th, this initiative supports ongoing efforts to connect northern audiences with high-quality, local theatre experiences.
