The New Zealand contingent of 200 performers and artists at the Edinburgh Festivals has survived its crucial first week, with four-star reviews, sell-out shows, and an American producer flying over to the UK to check out one New Zealand act.
The artists are there backed for the first time by Creative New Zealand, which is showcasing a New Zealand body of work across seven of the 12 major festivals in Edinburgh.
Pasifika musical The Factory performs on Edinburgh's Royal Mile. Photo: Simon Wilson
The arts agency spent more than $780,000 bringing over artists who qualified for the events - including the fringe and international festivals.
It acknowledges that was a risky and logistically challenging decision.
But Creative New Zealand's Amy Saunders, who's co-ordinating the season in Edinburgh, said just a week into the festivals, she has been asked to give advice to at least two other countries about what New Zealand has done.
Ms Saunders said New Zealand's programme has been the most co-ordinated national season that's been displayed in Edinburgh, and it has attracted a high profile and considerable media attention.
She said the performers have made a huge effort to get out and sell their shows, including an event in which several shows came together to perform and hand out flyers on Edinburgh's famous Royal Mile.
Ms Saunders said Edinburgh is the largest arts market in the world, and a lot of business happens after shows and in bars.
She said a big part of Creative New Zealand's brief is matchmaking some of the 2000 producers in town for the Festivals, with this New Zealand's shows.
An actor in the interactive zombie experience, Generation of Z. Photo: Simon Wilson
A number of shows from here are getting great reviews and pulling big crowds, including the Generation of Z interactive zombie experience, which has sold so many tickets it no longer needs to advertise.
And an American producer is flying over to check out the show.
Its creator, Charlie McDermott, said while Generation of Z has been lucky with media coverage, and with tapping into the current popularity of zombies in popular culture, the sounds emanating nightly from the show's set don't hurt.
"After those previews, word of mouth just went like wildfire," he says.
"All you need to do is have some gunshots and some people screaming… And obviously, everyone's just outside looking at this thing".
As well as the strategy of marketing a New Zealand body of work, which encourages audiences to see more than one kiwi show, reviewers say they're seeing something unique from this country's artists.
Artistic director of Black Grace, Neil Ieremia, said the New Zealand dance offerings stand out in Edinburgh because this country is comparatively isolated and has had to develop its own style.
Bus Photo: Supplied
New Zealand's other dance work, Java Dance Company's Back of the Bus, was selling out before reviews had been published. The performance involves the dancers performing while navigating the Edinburgh cobblestones on the upper deck of a moving bus, which is also full of audience members.
The show's creator - who is also one of the dancers - Sacha Copland, says Back of the Bus has had to add more shows, and the performers are enjoying the fun and interactive Edinburgh crowds.
The New Zealand contingent has now grown with performers arriving for the Edinburgh International Festival, which is just underway.
Those in the Edinburgh Festival Fringe have almost three weeks of their marathon of shows left to run.
Charlotte Graham is in Edinburgh with assistance from Creative New Zealand.
Black Grace performs for crowds on Edinburgh's Royal Mile. Photo: Simon Wilson
A Haka performer hands out flyers on Edinburgh's Royal Mile. Photo: Simon Wilson
