TITLE SLIDE

MY BEST FRIENDS WEDDING

THE TEAM

INTERN TEAM

Caroline Mayberry New Business & Copywriting

Joe Li Insights

Emily Merlin Client Services

Tom Schrank Marketing & Promotions

Alex Zubak Digital

Dave Curtis Creative

MY BEST FRIENDS WEDDING

OVERVIEW

OVERVIEW

Positioning The Proposal

Insights The Wedding Planner Creative Picking the Dress

Presale Strategy The Invitation Media Partners Reception Hall Marketing & Partnerships The Wedding Party Digital The Wedding Album

POSITIONING THE PROPOSAL

MY BEST FRIENDS WEDDING

POSITIONING

POSITIONING
MY BEST FRIENDS WEDDING THE MUSICAL is about taking the right chance at the wrong time. Its hiding your true feelings, then wearing your heart on your sleeve. Its chasing your best friend to the altar, only to find hes beaten you there with another bride. Its a fluffy white wedding cake sprinkled with jealousy. Most importantly, its finding the love of your life and deciding what to do about it.

MY BEST FRIENDS WEDDING

TAGLINES

TAGLINES
A toast to life, love, and the pursuit of your best friend

Untie the knot with us this September

Something borrowed, something blue, with a friendship this old, could love be true?

MY BEST FRIENDS WEDDING

POSITIONING

MY BEST FRIENDS WEDDING

CAMPAIGN IMPERATIVES

KEY SELLING POINTS

POPULAR MOVIE-TURNED-MUSICAL

Evokes nostalgia, strong film following

PREMIUM MUSICAL

Strong creative team

FUN & SARCASTIC ROMANTIC COMEDY

Reach your audience with relatable themes

JUKE BOX SPECTACLE

High energy, large ensemble

A CELEBRATION, WITH A TWIST

Not your average wedding

INSIGHTS THE WEDDING PLANNER

MY BEST FRIENDS WEDDING

INSIGHTS

WHAT WE SEE
Broadway Season
Competitive Landscape Price Strategy Earn more for the ups and save for the downs Wraps Report Gross Report Advance Sales Report Inventory Management Sales Analysis Groups Sales Strategy

Current Sales Status All Through the Run

MY BEST FRIENDS WEDDING

INSIGHTS

WHO WE SELL TO
Profile of Typical Broadway Audience
Female

43.6 Years Old

Attended 5 Broadway Performances in the Past Year Has Annual Household Income of $179,100

Completed College
Caucasian

MY BEST FRIENDS WEDDING

INSIGHTS

WHO WE SELL TO
Geographic Composition of Musical Audience
15.2% NYC 20.2% NYC Suburbs
45.4% Other U.S. 19.4% Other Country

MY BEST FRIENDS WEDDING

INSIGHTS

WHO WE SELL TO
Motivating Factors for Show Selection: Musical

50.80% 34.10% 25.40% 14.10% 13.60% 11.90% 7.40% 6.60%

MY BEST FRIENDS WEDDING

INSIGHTS

MY BEST FRIENDS WEDDING

INSIGHTS

TARGET FOR SUCCESS PRE OPENING

Traditional Musical Theater Goers
Attendees of new and long running Broadway Musicals Premium Big Show AttendeesEnsure that My Best Friends Wedding sits alongside the roster of premium theatre shows Well-Educated Caucasian women in their 40s Younger Audience in their 20s-30s, a group the story tells about. Let the story speak to them and interact with them Spread the word about Chicago try-out Musical will feature classic songs including Say a Little Prayer for You, Wishin and Hopin, The Way You Look Tonight, etc Original Movie Lovers Romantic Comedy Lovers

Song Lovers

Movie Lovers

Fans of Burt Bacharach Fans of Joe Mantello

MY BEST FRIENDS WEDDING

INSIGHTS

TARGET FOR SUCCESS IN PERFORMANCE

New York Event Seekers
Critics reviews, word-of-mouth and campaign exposure along with the Chicago run heighten interest Critics reviews and targeted advertisements will create further interest for this sector. Position as the new romantic hit on Broadway, in comparison to older, known love stories such as The Phantom of the Opera

Suburbanites and Drive Market

Couples/Friends

MY BEST FRIENDS WEDDING

INSIGHTS

TARGET FOR SUCCESS HOLIDAY SEASON

Holiday Event Planner

Position as a holiday blockbuster where everyone can get happiness and blessing
Leverage the peak tourist season immediately following opening

Domestic Tourist

5.6 million
Broadway theatregoers reported to be domestic tourists.

MY BEST FRIENDS WEDDING

INSIGHTS

TARGET FOR SUCCESS AWARD CAMPAIGN

Tony Nominators and Voters
Push to get the largest number of Tony voters into early performances

30% of Broadway
theatregoers reported having watched the Tony Awards.

MY BEST FRIENDS WEDDING

INSIGHTS

TARGET FOR SUCCESS LONG TERM

Organized Large Groups
Position as the brand new MUST SEE musical of Fall 2014-broad appeal of the musical from students to grandparents make it a perfect group show with something for everyone-promoting the shows classic appeal to group organizers who need to cater for all tastes

International Tourists
Define the show as the Broadway attraction-working with partners/additional PR to position My Best Friends Wedding alongside the Statue of Liberty, the Empire State Building, the Metropolitan Museum of Art, Central Park and other NYC attractions as the iconographic Broadway must-see

CREATIVE PICKING THE DRESS

PRESALE STRATEGY: THE INVITATION

Other wedsites aspire to be The Knot - NEWSWEEK

MY BEST FRIENDS WEDDING

PRESALE STRATEGY

PRESALE STRATEGY
Create a Broadway-first presale exclusively with THE KNOT media company With THE KNOTs 1.7 million unique annual members, promote a presale offer to all subscribers Achieve cross-channel exposure for the pre-sale through THE KNOTs ranging network of brands

MY BEST FRIENDS WEDDING

PRESALE STRATEGY

CROSS-CHANNEL PRESALE PROMOTION

MEDIA PARTNERS: THE RECEPTION HALL

MY BEST FRIENDS WEDDING

MEDIA PARTNERS

MEDIA PARTNERS: PRINT

Cond Nast is our proposed media partner for print media This would provide us access to all of the above publications (and more) as well as access to any additional assets and promotions

Combined Monthly Impressions: Over 57 Million

MY BEST FRIENDS WEDDING

MEDIA PARTNERS

MEDIA PARTNERS: BROADCAST

For broadcast, we see three main channels that would benefit our campaign most: TLC and Style Network: To reach the female demographic watching shows such as Say Yes to the Dress and other lifestyle reality programs

TBS Frequently plays movies of the same classic comedic genre and would reach movie watchers of all ages

MY BEST FRIENDS WEDDING

MEDIA PARTNERS

MEDIA PARTNERS: ONLINE

Reach out to popular online channels for display:

We propose using Hulu to show online media in video broadcast form, seeing as it is one of the most watched online media sources. Advertising on Hulu would expose My Best Friends Wedding to more than four million viewers on 350 million electronic devices around the world

MY BEST FRIENDS WEDDING

MEDIA PARTNERS

MEDIA PARTNERS: OUTDOOR

In order to reach our target audience, we propose additional geo-targeted outdoor media placement in both New York City and surrounding suburban boroughs: Times Square Billboards TKTS MTA Subway Placement Penn Station/Grand Central Suburban Mall Takeover Bus Wraps Taxi Tops

MARKETING & PARTNERSHIPS: THE WEDDING PARTY

FORMAT LIKE CREATIVE

MY BEST FRIENDS WEDDING

MARKETING & PARTNERSHIPS

DAVIDS BRIDAL PARTNERSHIP

Davids Bridal is Americas largest bridal store chain. For over 60 years, the companys mission has been to make wedding dreams come true Their collection of wedding dresses, formal wear, invitations, favors, and all wedding-related merchandise make them a one-stop shop for any wedding planner As the exclusive Broadway partner of Davids Bridal, MY BEST FRIENDS WEDDING would gain mass national exposure as well as access to Davids Bridals related assets

MY BEST FRIENDS WEDDING

MARKETING & PARTNERSHIPS

DAVIDS BRIDAL PARTNERSHIP

Invitations by Davids Bridal to provide print and mailing services for a direct mail campaign announcing a partnership between Davids Bridal & MY BEST FRIENDS WEDDING Promotion across all channels of Davids Bridal brand In-store promotion Promotion in Davids Bridal catalog Social media promotion Participation in Davids Bridal BRIDAL REWARDS program Provide sweepstakes & ticket giveaways Specialty branding on Davids Bridal credit card

MY BEST FRIENDS WEDDING

MARKETING & PARTNERSHIPS

DAVIDS BRIDAL PARTNERSHIP

Davids Bridal will provide all bridal costumes for the show Davids Bridal will be featured as the wedding dress designer for the in-show wedding Create a Get the Look campaign by introducing a specialty MY BEST FRIENDS WEDDING bridal line MY BEST FRIENDS WEDDING window takeover of Davids Bridals in Manhattan

MY BEST FRIENDS WEDDING

MARKETING & PARTNERSHIPS

BRIDAL EXPO TAKEOVER

MY BEST FRIENDS WEDDING and Davids Bridal will have presence at largescale wedding expos, including two of the largest in Manhattan and Chicago This presence will include: Specialty booth with Davids Bridal at New York Citys Great Bridal Expo Cast members will model Davids Bridal costume line in fashion show & perform a musical number before the fashion show Inclusion in all branding for the expos Sweepstakes & giveaways for attendees

Manhattan: The Great Bridal Expo

Chicago: National Bridal Market

MY BEST FRIENDS WEDDING

MARKETING & PARTNERSHIPS

COMPLETING OUR WEDDING PARTY

MY BEST FRIENDS WEDDING

MARKETING & PARTNERSHIPS

SECURING PARTNERSHIPS
In order to secure industry-first partnerships for MY BEST FRIENDS WEDDING, we propose inviting all partners to be part of the shows Wedding Party With all marketing proposals, prospective partners will receive a specialty gift bag invitation. This will include a variety of wedding themed takeaways as well as exclusive content and branded merchandise about the show

DIGITAL EXECUTION: THE WEDDING ALBUM

DIGITAL DELIVERABLES

MY BEST FRIENDS WEDDING

DIGITAL EXECUTION

CREATE A SOCIAL ENVIRONMENT

We know how to get people talking and keep conversations building its engagement and exclusive information We will build a virtual world for My Best Friends Wedding to engage fans primarily through Facebook, Instagram and Twitter In the virtual space fans will be able to gain access to information, sneak peaks and share their own stories We will leverage partners to build our social presence and spread the word

MY BEST FRIENDS WEDDING

DIGITAL EXECUTION

Case Study completed by GoGulf.com

MY BEST FRIENDS WEDDING

DIGITAL EXECUTION

HOW WE EXECUTE THIS

Facebook: Share content from contests across other social platforms (i.e. Instavideo) Best Friends of the week Users can explore all current My Best Friends Wedding news, music, video content, contests, imagery and user generated content
Twitter: Where everything comes together Up to date information in real time: breaking news, casting news, last minute ticket offers We will use twitter advertising to promote tweets and help your account to gain exposure Cross social mentions with partners and promote other social channels

MY BEST FRIENDS WEDDING

DIGITAL EXECUTION

HOW WE EXECUTE THIS

Pinterest: Wedding Plans and Best Friends We will utilize this site and create boards to help plan the perfect wedding Comedy pulled in through best friend boards There will be a secret board that will reveal exclusive content leading up to opening

Instagram: We will create custom filters to create a cohesive and fun look Host contests through Instavideo Incentivize people to share their photos on Instagram with the hashtag #BFWeddingBwy in order to enter for a chance to win tickets

MY BEST FRIENDS WEDDING

DIGITAL

KARAOKE MASHUP
Online contest and promotion utilizing the music from My Best Friends Wedding Engage fans: Say A Little Prayer for You Incentive: Win a pair of tickets Video compilation share across all social platforms (Twitter, YouTube, Facebook)

MY BEST FRIENDS WEDDING

DIGITAL

KARAOKE MASHUP
Interactive Digital Advertisements Digital interactive billboards Say a Little Prayer for You Share interactions through social

MY BEST FRIENDS WEDDING

INTEGRATED PROMOTION

MAKE SURE EVERYONE IS LISTENING

Sirius XM Music Partnership

Utilize the Burt Bacharach fan following to get people excited about the show Target music lovers and negotiate an exclusive weekend takeover on Sirius XM, Americas satellite radio station of 20.6 million subscribers Specific takeover of Channel 30 The Loft Adventurous Music for Grownups Takeover would include: Interviews with the cast & creative team, music from the show and Burt Bacharach originals

MY BEST FRIENDS WEDDING

INTEGRATED PROMOTION

BURT ON STAGE: Concert Series

Concert Series to promote the shows music as well as a key member of the creative team Concert series promoted in partnership with Sirius XM to gain partner exposure and added value Exposure on all social media platforms and website Suggested Venues & Timing: PRE-OPENING: Session at 54 Below Concert to create buzz in target market WINTER: Winter concert in the American Songbook Series at Lincoln Center to drive winter sales post-opening

THANK YOU! WE HOPE YOU ENJOYED OUR VISION OF THIS AMAZING SHOW