Leadership / 09.01.21
'This Is Broadway' Campaign Unites Industry — and Oprah Winfrey — in Urging Theatergoers Back
Deadline Hollywood (08/30/21) Evans, Greg
Broadway producers have jointly launched a new marketing campaign called "This Is Broadway" to entice skittish theatergoers back to stages after the long COVID shutdown. The Broadway League has sponsored a two-and-a-half-minute video narrated by Oprah Winfrey highlighting past and present Broadway shows — roughly 100 altogether — mixing current and archival clips featuring 735 stars. The video also features audio samples of musical numbers from current productions like The Lion King, Hamilton and Wicked, along with cherished classics. The League says the campaign marks the first time the archival footage was made available to the industry, facilitated through an agreement between producers and key labor unions. The campaign will populate screens throughout New York City's subway and bus stations, in taxis and a Times Square electronic cube. Although aimed at East Coast-based theatergoers, the video's reach will extend beyond NYC with placement on major social media platforms and media sites. The campaign also will offer a This Is Broadway website boasting descriptions of current shows, links to ticket sales and information about COVID safety measures. The site's recommendation engine is based on five years of data and ticket sale information.
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Tags: News , Musicals , Broadway , COVID-19 , Coronavirus