Broadway theater owners and producers launch campaign to bring the locals back

Marketing material directs consumers to a new website, thisisbroadway.org , which features, describes and links to sales sites for every ...


Marketing material directs consumers to a new website, thisisbroadway.org, which features, describes and links to sales sites for every Broadway show that will be on stage this season; two shows, “Springsteen on Broadway” and “Pass Over,” are already underway, with 15 more scheduled to begin performances in September. The site also offers recommendations based on user interests and information on safety protocols (all shows require guests to be vaccinated and masked).

“The goal is to let the world know that we are back and, in particular, to generate ticket sales for the first six months from the Northeast Corridor and the East Coast, where we believe is our better opportunity to place people in seats. Said Charlotte St. Martin, president of the Broadway League, a trade association representing theater owners and producers. The League has set aside $ 1.5 million for the campaign, but says the campaign will have a broader reach, which it says will be worth more than $ 3 million in advertising value, thanks to reduced advertising rates and supporting other organizations.

The campaign is unusual for Broadway as the individual shows typically do their own marketing. But it’s an unusual time, where concerns about the Delta variant made an already precarious reopening even more risky. The League, citing the atypical nature of this season, said it will not disclose box office revenue, but St. Martin said industry sales in September are strong.

“There will be shows, as there always are, that don’t work well, and I’m sure they’ll blame the pandemic for that,” St. Martin said. “But I am very encouraged.

Theater owners have agreed to pool consumer data over a five-year period, including 17 million ticket sales in the northeast, to improve campaign targeting, and several unions have agreed to allow the use of archive videos for advertising. Collectively, the spots feature 113 shows, 735 performers and a dog (Sandy, from “Annie”, of course).

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Newsrust - US Top News: Broadway theater owners and producers launch campaign to bring the locals back
Broadway theater owners and producers launch campaign to bring the locals back
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