As a former MBA student with a concentration in marketing informatics and brand and product management, I love when marketers begin to think outside the box - especially when it comes to promoting Broadway shows. Broadway is an industry with some of the most creative folks around, yet marketing remains very traditional. Billboards in Time Square. full page ads in the New York Times, e-solicitations from Telecharge, etc. As an industry, we are just beginning to tap into the power of social media and viral marketing.
When great marketing happens, you can be sure I will give it its due on this blog.
I was lucky enough to see the terrific revival of ON THE TOWN at Barrington Stage last summer. It certainly is a revival not to be missed - and I won't when it docks at the Lyric this fall!
I am happy to say that its recent promo lives up to the charm of the source material. Last week, ON THE TOWN released this great video showcasing their three leads hitting the town. It is one part music video; one part advertisement; and one part love letter to the Big Apple. This delightful and expansive sketch, now being shared through Facebook, Twitter, and even blogs like this one, helps bring this 1944 classic to 21st century audiences through channels that they interact with daily.
Also, the work of ON THE TOWN choreographer, Joshua Bergasse, was recently showcased on the hit show SO YOU THINK YOU CAN DANCE. See performance below. Producers will offer the winner of the dance competition a role in the revival this spring. Kudos to the producers for getting Broadway on primetime television (outside of the TONY Awards) and reaching a coveted 18-49 demographic that can be elusive for the theater.
While it may be too early to tell if these promos will translate into ticket sales, I applaud the ON THE TOWN team for their efforts to make an old, but still sexy and funny, musical part of the popular zeitgeist.
When great marketing happens, you can be sure I will give it its due on this blog.
I was lucky enough to see the terrific revival of ON THE TOWN at Barrington Stage last summer. It certainly is a revival not to be missed - and I won't when it docks at the Lyric this fall!
I am happy to say that its recent promo lives up to the charm of the source material. Last week, ON THE TOWN released this great video showcasing their three leads hitting the town. It is one part music video; one part advertisement; and one part love letter to the Big Apple. This delightful and expansive sketch, now being shared through Facebook, Twitter, and even blogs like this one, helps bring this 1944 classic to 21st century audiences through channels that they interact with daily.
Also, the work of ON THE TOWN choreographer, Joshua Bergasse, was recently showcased on the hit show SO YOU THINK YOU CAN DANCE. See performance below. Producers will offer the winner of the dance competition a role in the revival this spring. Kudos to the producers for getting Broadway on primetime television (outside of the TONY Awards) and reaching a coveted 18-49 demographic that can be elusive for the theater.
While it may be too early to tell if these promos will translate into ticket sales, I applaud the ON THE TOWN team for their efforts to make an old, but still sexy and funny, musical part of the popular zeitgeist.
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