Having established TINA – The Tina Turner musical as a premium West End show from its launch in 2016, in the past year AKA has led the strategy, media and marketing planning to maintain the brand through the Covid-19 pandemic and to reopen the show in August 2021. Our strategy involved Tina’s fans at the forefront, maintaining engagement through content on the show’s owned channels and regularly engaging with our ticket holders to bring them up to date booking information and news from the show. Guided by audience segmentation and qualitative research, a new TV advert depicting the scale, joyous nature and outstanding reviews of the production relaunched the show’s media campaign alongside an integrated digital, social, out of home and PR campaign. TINA – The Tina Turner Musical successfully reopened at the Aldwych Theatre on the 5 August 2021 after almost 17 months of closure
AKA’s New York office work on the show on Broadway which will reopen in October 2021 and we act as marketing consultants across productions in Germany, the Netherlands and Spain.