When positioning Motown the Musical, we had to think strategically about connecting a UK audience to the history of explicitly American music; inspiring them to buy into Berry Gordy’s world.

We partnered with Virgin Atlantic to launch their London to Detroit direct service, with Richard Branson joining members of Motown The Musical to perform live on-board the inaugural flight. The campaign achieved over 3.8 million views in the first 72 hours, delivering serious earned media and PR coverage, and converting viral sharing into ticket sales.