Promotions Case Study: Theatre Under the Stars
For nearly 75 years, Theatre Under the Stars has brought soaring works of song & dance to the crown jewel of Vancouver – Stanley Park. This year, due to overwhelming demand, Theatre Under the Stars’ critic and audience-acclaimed productions of Shrek: The Musical and Legally Blonde: The Musical held over their runs by one week. A groundbreaking achievement, this marked the first time in TUTS history that such a holdover occurred.
Laura Murray Public Relations was hired to provide a full-scale marketing and communications campaign which included digital advertising, social media, consulting, advertising, a full media relations campaign, as well as strategic promotions that saw a host of fun, TUTS-themed events, contests, and displays throughout the Lower Mainland.
The promotions portion of the campaign used a three-pronged approach to increase and then maintain public awareness for both performances.
1. Contest boxes placed at strategic, family-focused sites throughout the area, with locations including Neverland Tea Salon, Rocky Mountain Flatbread, Maplewood Farm, and multiple De Dutch locations – to name a few.
2. TUTS-themed window displays at various retail locations including The Bay, The Dance Shop, and Book Warehouse.
3. Public appearances from leading characters at several sites throughout the city – a tandem bike ride in Stanley Park, performances and ticket giveaways at The International Summer Night Market in Richmond, and a Shrek appearance at Kids Market on Granville Island and HR MacMillan Space Centre.
Categories: Case Studies