How the Grinch Stole Christmas The Musical came to Broadway in 2007. Our strategy was to impart to New Yorkers, who often scorn the tourist-driven holiday shows, that the Grinch was coming to their city to steal their Christmas. The low-budget, alt-media campaign took over the city in the form of wanted posters, news radio announcements, a New York Post front page story, a poster campaign and a Grinch-sighting web site where viewers could use Google maps to post in which neighborhoods they had spotted the holiday hijacker. The show sold out in weeks, a feat almost unheard for Broadway newcomers, and the campaign was awarded an Effie for its success.
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