Royal Shakespeare Company
For the first time ever, the Royal Shakespeare Company were having a whole year of Shakespeare taking place in the bard's home of Stratford upon Avon, not London as you would expect.
The difficulty of the task was to communicate the fact that this was not a yearly or even weekly occurence. So it was therefore important to tell the public where the event was taking place. A high level of strategic thinking led to the term Shakespeare upon Shakespeare upon Avon.
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