Pictures L to R: Breakfast at Tiffany's gala night, Pixie Lott at press night, "Moon River" promotional cocktail drink
Breakfast at Tiffany’s was a new musical that played the Theatre Royal Haymarket in 2016, staring Pixie Lott and Verity Rushworth, based on the classic film 1960’s film.
As a new musical, they wanted to find unique and brand-relevant ways to reach their most likely potential audiences. Producers also were keen to find a sponsored or cost effective way to host their opening night press party.
The best way to attract new audiences is to place your brand in front of them in unexpected and exciting ways. With this in mind, and knowing the audience that the production was after, we targeted high-end hotel chain Firmdale Hotels to secure a hotel partnership that allowed us to secure competition prizes at no cost, and put the Breakfast at Tiffany’s brand in front of Firmdale guests at their Haymarket Hotel franchise. They also offered us a fabulous space for the press night party.
To complement this activity, we also partnered with Sipsmith Gin, a small, independent firm who craft truly artisanal spirits of uncompromising quality. They have a similar target demographic, and were looking for new avenues to sell their products. Gin cocktails are very popular and a limited edition Breakfast at Tiffany’s themed drink was sure to go down a treat with the audience on opening night.
To extend the partnership, we also found interesting ways for Sipsmith and Firmdale to work together to create a bigger impact. Activity included:
As a result of this activity, producers were delighted. Not only had we secured sponsorship, but we’d also created a way to reach highly relevant audiences in new and exciting ways.
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