As an established West End hit, we were hugely excited to begin the second phase of our campaign for Crazy For You, one of last year’s best reviewed musicals.
After profiling audiences, we concluded that the second phase of our Groups Campaign should celebrate the romance and nostalgia that the music and times of Gershwin provokes.
The classic Gershwin musical is a wonderful celebration of Broadway at its most glamorous and stylish. We wanted to communicate this to group organisers using a quality, impactful mailer to extend the core branding and develop the theme of Classic Romance/Timeless Gershwin.
The print was mailed to 10,000 group bookers. The feedback that we received from ticket agents and their customers has been extremely positive and, as a result, this concept was rolled out across the additional elements of the media campaign.