In a dramatic and effective viral campaign Interbrand have created a movie style trailer for the Griffin Theatre Company's 2012 season.

According to the branding specialist and the theatre, the relationshipb is a long term collaboration of like minded lovers of words. The development of the theatre's brand enjoys a pride of place in the Interbrand repertoire.

Both organisations are growing rapidly and the Stables Theatre-housed Griffin is on a steep incline in terms of subscriptions (up 68 per cent) and audience figures generally as a result of the brand development over the last two years.

Interbrand's creative director Chris Maclean said there was a deliberate reach to a younger generation of theatre goers.

"The social media aspect is incredibly important to connect with that demographic," he said. "However the increased profile of the brand, rather than individual plays, has also increased the regular theatre going audience as well as they become aware of the great work on offer here."

Interbrand's strategy included the creation of a strong common identifier, that would also remain fresh and grow and stretch with the brand, the ensuing productions and the theatre's direction under the artistic directorship of Sam Strong.

The forthcoming season of Griffin Theatre Company's program looks to be continuing the its long reputation as the foremost exponent of new Australian work and includes the one man show Angela's Kitchen from Paul Capsis and an encore return of the harrowing and masterful The Boys by Gordon Graham.

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