‘This Is Broadway’ Campaign Aims at Attracting Mindful Theater Audiences


Marketing material directs consumers to a new website, thisisbroadway.org, which includes, describes, and links to sales sites for every Broadway show that will be on stage this season; Two shows, “Springsteen on Broadway” and “Pass Over,” are already underway, and 15 more shows are scheduled to begin in September. The site also includes recommendations based on user interests and information on security protocols (all demonstrations require users to be vaccinated and masked).

“The goal is to let the world know we’re back and increase ticket sales for the first six months, especially from the Northeast aisle and East Coast, where we believe we have our best opportunity to get people into seats. Charlotte, president of the Broadway League, a trade association that represents theater owners and producers. The League has earmarked $1.5 million for the campaign, but says they estimate the campaign will have wider reach and more than $3 million in ad value thanks to discounted ad rates and support from other organisations, St. Martin said.

The campaign is unusual for Broadway because individual shows often do their own marketing. But this is an unusual time when concerns about the Delta variant make an already dangerous reopening even more risky. The league says it won’t announce box office returns, citing the unconventional nature of this season, but St. Martin said the industry’s September sales were strong.

st. “As always, there will be shows that don’t go well and I’m sure they will blame it on the pandemic,” Martin said. “But I was very encouraged.”

Theater owners agreed to aggregate consumer data over a five-year period, including 17 million ticket sales in the Northeast, to improve campaign targeting, and multiple syndicates agreed to allow archive video to be used for advertising. The spots collectively feature 113 shows, 735 artists, and a dog (Sandy from “Annie,” of course).



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