Given the massive acclaim and popularity of Andrew Lloyd Webber’s The Phantom of the Opera, global expectation for the record-breaking saga’s second instalment was, as you’d expect, very high. As the marketing agency for Love Never Dies in the Australia, we needed to strengthen and develop that buzz when the showmade its way to Sydney and Melbourne.
For this new production’s launch, aka created a refreshed and dynamic artwork that not only reflected the traditional elements associated with The Phantom Of The Opera but reenergized the brand and introduced the spectacle, scale and world wide critical acclaim of the production with the love story still remaining at the heart of the design.
Our strong relationships with media owners meant that the creative was rolled out across a suite of premium media partnership deals that were negotiated in both cities. We negotiated premium media at remarkable rates ensuring that the show’s budget stretched by 81% through the additional value generated, guaranteeing cost effective cut through for the campaign.
One of these particularly noteworthy partnerships was a bespoke tactical campaign with the widely-circulated Sunday Herald Sun, which included a CD sampler promotion of Andrew Lloyd Webber’s music and a front page take over to coincide with the musical’s opening weekend. Audience interest was almost overwhelming! In fact, this specific edition of the national daily paper garnered a 90% pick up rate – one of the highest in the Sunday Herald Sun’s history!