To celebrate the return of Glengarry Glen Ross to the West End, we partnered with premium American Steak restaurant Smith & Wollensky to sponsor the press night party and to promote the play internationally across their far-reaching channels.
The collaboration is featured in-restaurant through business cards in bill folds – each featuring a different main character and via branded strut cards in reception, encouraging diners to leave their business card to be in with a chance of winning tickets to the play.
As part of the partnership, Smith & Wollensky created a bespoke cocktail inspired by the play called ‘The Closer’ which was also available to guests on press night. Alongside in-restaurant exposure, the brand also promoted the play in a competition to win tickets and a steak dinner across their online channels, reaching an estimated audience of 300K.