Broadway in Boston

OVERVIEW:

Broadway in Boston has been a leading theatrical presenter and producer of Broadway shows since 1984. To promote the group’s 2017/2018 performance season, the client worked closely with Comcast Spotlight’s Marketing and Creative Services departments to create memorable commercials to entice theatergoers throughout the year.

STRATEGY:

Comcast Spotlight created a completely customized season-long campaign with promotions focused around each of Broadway in Boston’s shows. In addition to linear and digital TV ads, the Comcast Spotlight Creative Services team also helped launch sponsorships and sweepstakes.  For the upcoming show “Waitress,” for example, Broadway in Boston created a custom “Sing Your Way to the ‘Waitress’” sweepstakes. Comcast Spotlight’s Creative Services team filmed a custom ad to promote the sweepstakes and its special Cast Album Karaoke events.

SUCCESS:

Broadway in Boston’s campaign achieved positive results. After heavy advertising, one special performance with family activities sold out. Its sweepstakes for another show had numerous entries and helped promote the show.

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