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MY BEST FRIEND’S WEDDINGTHE TEAM

INTERN TEAM

Dave CurtisCreative

Alex ZubakDigital

Joe LiInsights

Tom SchrankMarketing & Promotions

Emily MerlinClient Services

Caroline MayberryNew Business & Copywriting

MY BEST FRIEND’S WEDDINGOVERVIEW

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 FRIEND’S WEDDINGPOSITIONING

MY BEST FRIEND’S WEDDING THE MUSICAL is about taking the right chance at the wrong time. It’s hiding your true feelings, then wearing your heart on your sleeve. It’s chasing your best friend to the altar, only to find he’s beaten you there with another bride. It’s a fluffy white wedding cake sprinkled with jealousy.

Most importantly, it’s finding the love of your life and deciding what to do about it.

POSITIONING

MY BEST FRIEND’S WEDDINGTAGLINES

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 FRIEND’S WEDDINGPOSITIONING

MY BEST FRIEND’S WEDDINGCAMPAIGN IMPERATIVES

• 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

KEY SELLING POINTS

INSIGHTS“THE WEDDING PLANNER”

• Broadway Season• Competitive Landscape• Price Strategy• Earn more for the ups and save for the downs

• Current Sales Status• Wraps Report• Gross Report• Advance Sales Report

• All Through the Run• Inventory Management• Sales Analysis• Groups Sales Strategy

MY BEST FRIEND’S WEDDINGINSIGHTS

WHAT WE SEE

• 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

WHO WE SELL TO

• Geographic Composition of Musical Audience


WHO WE SELL TO

15.2% NYC

20.2% NYC Suburbs

45.4% Other U.S.

19.4% Other Country

• Motivating Factors for Show Selection: Musical


WHO WE SELL TO

50.80%

34.10%

25.40%

14.10% 13.60% 11.90%7.40% 6.60%

• Traditional Musical Theater Goers• Attendees of new and long running Broadway Musicals Premium Big Show Attendees-

Ensure that My Best Friend’s 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

• Song Lovers• Musical will feature classic songs including Say a Little Prayer for You, Wishin’ and Hopin’,

The Way You Look Tonight, etc

• Movie Lovers• Original Movie Lovers• Romantic Comedy Lovers

• Fans of Burt Bacharach• Fans of Joe Mantello

TARGET FOR SUCCESS – PRE OPENING


• New York Event Seekers• Critics’ reviews, word-of-mouth and campaign exposure along with the Chicago run

heighten interest

• Suburbanites and Drive Market• Critics’ reviews and targeted advertisements will create further interest for this sector.

• Couples/Friends• Position as the new romantic hit on Broadway, in comparison to older, known love stories

such as The Phantom of the Opera

TARGET FOR SUCCESS – IN PERFORMANCE


• Holiday Event Planner• Position as a holiday blockbuster where everyone can get happiness and blessing

• Domestic Tourist• Leverage the peak tourist season immediately following opening

TARGET FOR SUCCESS – HOLIDAY SEASON


5.6 millionBroadway theatregoersreported to be domestic

tourists.

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

TARGET FOR SUCCESS – AWARD CAMPAIGN


30% of Broadway

theatregoers reported having watched the Tony Awards.

• 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 show’s 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 Friend’s 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

TARGET FOR SUCCESS – LONG TERM


CREATIVE“PICKING THE DRESS”

PRESALE STRATEGY:“THE INVITATION”

“Other ‘wed’sites aspire to be The Knot”- NEWSWEEK

PRESALE STRATEGY• Create a Broadway-first presale exclusively with THE KNOT

media company• With THE KNOT’s 1.7 million unique annual members,

promote a presale offer to all subscribers• Achieve cross-channel exposure for the pre-sale through

THE KNOT’s ranging network of brands

MY BEST FRIEND’S WEDDINGPRESALE STRATEGY

CROSS-CHANNEL PRESALE PROMOTION

MY BEST FRIEND’S WEDDINGPRESALE STRATEGY

MEDIA PARTNERS:“THE RECEPTION HALL”

MY BEST FRIEND’S WEDDINGMEDIA PARTNERS

• Condé 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

MEDIA PARTNERS: PRINT


MEDIA PARTNERS: BROADCAST

• 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

For broadcast, we see three main channels that would benefit our campaign most:


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 Friend’s Wedding to more than four million viewers on 350 million electronic devices around the world


MEDIA PARTNERS: OUTDOOR

• Times Square Billboards• TKTS • MTA Subway Placement• Penn Station/Grand Central• Suburban Mall Takeover• Bus Wraps• Taxi Tops

In order to reach our target audience, we propose additional geo-targeted outdoor media placement in both New York Cityand surrounding suburban boroughs:

MARKETING & PARTNERSHIPS:“THE WEDDING PARTY”

FORMAT LIKE

CREATIVE

DAVID’S BRIDAL PARTNERSHIP

• David’s Bridal is America’s largest bridal store chain. For over 60 years, the company’s 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 David’s Bridal, MY BEST FRIEND’S WEDDING would gain mass national exposure as well as access to David’s Bridal’s related assets

MY BEST FRIEND’S WEDDINGMARKETING & PARTNERSHIPS

DAVID’S BRIDAL PARTNERSHIP• Invitations by David’s Bridal to provide

print and mailing services for a direct mail campaign announcing a partnership between David’s Bridal & MY BEST FRIEND’S WEDDING

• Promotion across all channels of David’s Bridal brand• In-store promotion• Promotion in David’s Bridal catalog• Social media promotion

• Participation in David’s Bridal BRIDALREWARDS program• Provide sweepstakes & ticket

giveaways• Specialty branding on David’s Bridal

credit card


DAVID’S BRIDAL PARTNERSHIP• David’s Bridal will provide all bridal costumes for the show

• David’s 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 FRIEND’S WEDDING bridal line

• MY BEST FRIEND’S WEDDING window takeover of David’s Bridals in Manhattan


BRIDAL EXPO TAKEOVER• MY BEST FRIEND’S WEDDING and David’s Bridal will have presence at large-

scale wedding expos, including two of the largest in Manhattan and Chicago• This presence will include:

• Specialty booth with David’s Bridal at New York City’s Great Bridal Expo• Cast members will model David’s 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

COMPLETING OUR WEDDING PARTY


SECURING PARTNERSHIPS


• In order to secure industry-first partnerships for MY BEST FRIEND’S WEDDING, we propose inviting all partners to be part of the show’s “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

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 Friend’s 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 FRIEND’S WEDDINGDIGITAL EXECUTION

Case Study completed by GoGulf.com


Facebook: • Share content from contests across other

social platforms (i.e. Instavideo)• Best Friends of the week• Users can explore all current My Best Friend’s

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


HOW WE EXECUTE THIS

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 #BFWeddingBwyin order to enter for a chance to win tickets


KARAOKE MASHUPOnline contest and promotion utilizing the music from My Best Friend’s 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 FRIEND’S WEDDINGDIGITAL

KARAOKE MASHUPInteractive Digital Advertisements• Digital interactive billboards

• “Say a Little Prayer for You” • Share interactions through social

MY BEST FRIEND’S WEDDINGDIGITAL

MAKE SURE EVERYONE IS LISTENING

MY BEST FRIEND’S WEDDINGINTEGRATED PROMOTION

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, America’s 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

BURT ON STAGE: Concert Series• Concert Series to promote the show’s 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

MY BEST FRIEND’S WEDDINGINTEGRATED PROMOTION

THANK YOU!

WE HOPE YOU ENJOYED OUR VISION OF THIS AMAZING SHOW

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