MASQUERADE is a luxurious and immersive version of Andrew Lloyd Webber’s epic musical The Phantom of the Opera. The producers came to us with the brief to create content that would help fans of Broadway and Andrew Lloyd Webber’s Phantom discover and understand the experience better.
There is nothing like MASQUERADE. It is creatively and technically complex. Being an immersive production it is both intimate and huge at the same time. Audience members are lead through multiple floors of a New York City Building. Each room is more beautifully designed than the last and the actors are delivering Broadway caliber performances inches away from the spectators. The show’s creative team and cast are awe inspiring.
Despite a powerhouse creative team, increadable performances and beloved music, many Broadway fans didn't know the show was happening. Those that did were not clear on the experience.
For this campaign we made content that spoke the Broadway language. Ad creative highlighted iconic images, scenes and music that Broadway fans would recognize immediately. We curated user generated content from Broadway trusted influencers to show the experience. We even adjusted the logo to be more immediatly recongized.
In addition to consumer-facing content and advertising, we identified group sales as a critical revenue driver for a production of this scale. We overhauled the client's group sales infrastructure by building standardized sales materials and booking processes. This allowed more than ten additional group sales agencies to actively sell the production, expanding the show’s footprint within the group sales ecosystem and unlocking new opportunities for large-scale bookings, premium group experiences, and buyouts.
We also engaged directly with the tour operator community. We traveled to the American Bus Association Conference and created a bespoke live performance designed specifically for this audience. This allowed us to share the production’s immersive nature and set the production apart from the competition.
This campaign let Broadway fans and group sales agencies know this show is possibly the best production of Andrew Lloyd Webber’s The Phantom of the Opera they will ever see. It invited them to step into the story like never before while assuring them what they loved about the original would be there as well.
The campaign had an astounding average ROI of 1,400%.