Setting out to champion spontaneity and authentic exploration, Shakespeare’s England is rolling out its key summer campaign: Unscripted. It’s an open invitation to step away from fixed plans, follow your instincts, and see where the day takes you.

Built around the idea that the most memorable experiences often happen by chance, Unscripted aims to reposition the region as a place where discovery happens naturally. From stumbling across a cosy café to breath taking views you didn’t expect to find, the campaign highlights the kind of moments that don’t always make it onto an itinerary but stay with you long after your visit.

The campaign will unfold across a mix of digital channels and real-world events, including influencer collaborations, a town roadshow engaging with locals, competitions, an in-person Train Station Takeover at London Marylebone (which happened on July 23rd), regional giveaways, and interactive randomised itineraries.

Partners can benefit from increased exposure across both online and offline platforms, with opportunities to be featured in diverse content formats, including reels, stories, blogs, PR, and influencer campaigns.

This campaign offers businesses a valuable platform to showcase authentic, one-of-a-kind experiences while strengthening community ties through shared storytelling and increased visibility.

A campaign toolkit is now available to support industry partners in getting involved. While there are opportunities to be featured on Shakespeare’s England’s platforms, the toolkit also equips you with resources to share your own behind-the-scenes stories, highlight unexpected experiences, or showcase the unique charm that sets your business apart, using your channels to help amplify the Unscripted message far and wide.

Ultimately, Unscripted is a celebration of the real Shakespeare’s England: the people, places, and perspectives that may not always make the brochure.

For further information and to access the campaign toolkit, partners are encouraged to contact Hannah Douglas at hannah.douglas@shakespeares-england.co.uk. As the campaign is now live and running through to the end of summer, we recommend getting in touch as soon as possible to make the most of this opportunity.