From humble beginnings in Nutbush, Tennessee, Tina Turner catapulted herself into Rock and Roll’s Hall of Fame and during her 60 year career, won 11 Grammy Awards and 180 million combined single & album sales; so we knew the marketing for a mammoth musical about her life and times had to be THE BEST.

Starting two years ahead of the musical’s launch, AKA captivated core Tina fans with a long-term awareness campaign, establishing strong brand affinity via lead-generation adverts, priority sign-up lists via the AKA designed website, exclusive events, messages and endorsements directly from Tina Turner herself.


We then ran a 360 fully-integrated marketing campaign and major launch event, with Tina coming out of retirement to position the musical as a premium production. The campaign included far-reaching Out of Home, specialist editorial and social influencer moments within the BAME community, stand-out partnerships with Magic FM and grassroots print distribution.

Following extensive audience testing, we produced and released the below online trailer via a combination of cross-posting via Facebook, organic reach and paid for social advertising.

AKA’s integrated campaign delivered incredible results; This five-star musical achieved more than half a million attendees in its first year, its e-communication list reached an astonishing 40,000 sign-ups by first performance and the trailer far surpassed ambitious targets of one million views.

After celebrating a groundbreaking first year in the West End, Tina: The Tina Turner Musical recently transferred to Broadway, where AKA New York are proud to be working alongside producers in continuing its smash-hit, global success.