A literary farce finds its Fringe spotlight
The brief
The Marriage of Alice B Toklas by Gertrude Stein, a witty marriage farce by Edward Einhorn, brought literary icons from Hemingway to Picasso to life in a sharp, playful exploration of identity, art and love.
For its full Fringe run in Gilded Balloon’s Patter House Dram space, the aim was to build visibility and credibility by securing strong reviews and press coverage for New York’s Untitled Theater Company No. 61.
Our role
We focused on securing preview features ahead of the Fringe run, highlighting the show’s literary flair. Outreach included Jewish publications to explore the production’s rich cultural subtext, and literary bloggers to connect with audiences interested in Stein and Toklas’s legacy and famous salon guests. A key priority was engaging and confirming reviewers - making sure they attended, and following up to encourage the reviews to be published to build momentum throughout the festival.
The results
The Marriage of Alice B Toklas by Gertrude Stein achieved 21 pieces of coverage, generating more than 88,000 views across publications and platforms. Highlights included a Broadway Baby preview feature and listings in Jewish News and The Jewish Chronicle’s “25 Must-See Shows”. The production was also spotlighted by an article in The European Conservative, and featured by a travel blogger and an Edinburgh book blogger who both previewed and reviewed the show. Press highlights included The Scotsman and The Edinburgh Reporter, with over ten professional reviews from outlets such as New York Theater, Theatre Weekly, Jewish Chronicle, Three Weeks Edinburgh, and Reviews Hub.
