Scooter Media Helps The Carnegie Promote its Production of Dreamgirls
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The Carnegie is Northern Kentucky’s largest multidisciplinary arts venue providing theater, educational programming and art exhibitions throughout the Greater Cincinnati region. In 2019, this included a production of the high-energy musical DREAMGIRLS. Scooter Media was tasked with creating an integrated marketing campaign to promote the show and drive ticket sales.
As a part of the campaign, Scooter Media wrote and distributed an array of press materials. These included calendar and news releases, plus a cast announcement. Pitches to theatre critics and major media outlets in the area focused on unique aspects of the production to secure interviews and reviews. In addition to media relations, the plan included the distribution of 4,800+ postcards and 9,300+ season brochures to targeted lists and 100 posters were distributed to local businesses. Paid media outreach included a 15-spot radio campaign on a local NPR affiliate.
Marketing efforts for DREAMGIRLS were a success. A total of 48 earned media placements were secured with targeted regional media outlets and included print and digital stories, in-studio TV segments, radio interviews, and post-opening reviews from theatre critics. The Carnegie exceeded its ticket sales goal and saw a 25% increase in new patrons.
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- Client: The Carnegie
- Category: Community Media Relations
- Website: www.thecarnegie.com
- Photo Credit: Mikki Schaffner Photography
