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TOUR FINAlÉ

5/29/2015

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By: Meghan Caprez and Rachael Denny
If we’ve learned anything throughout the duration of our project, it’s that live entertainment is everywhere. It’s a common thread that ties the United States, Ireland, the U.K. and the world together. What’s different is how it is promoted.

After speaking with several professionals and artists in the U.S. and abroad, we noticed some common themes. For example, a live performance can be a promotion in and of itself. Both the Kent Clarks a cappella choir and the Irish chart-topping band KeyWest told Anthem band members how they gain fans and social media followers through live performance.

Social media is viewed differently in the theatre community. According to Greg Josken, Disney Theatrical Group’s digital marketing and social media manager in the U.S., the cast is responsible for the facilitation of photo content for “The Lion King” Facebook, Twitter and Instagram accounts. However, there are Disney Theatrical teams in London and Sydney and agencies in other countries where “The Lion King” has a presence because Disney wants to rely on experts who know the culture. In the U.K., theatre social media is much more locked down. Nic Greatrex, marketing manager for Disney Theatrical U.K., said the tone of social media posts is much more serious. Additionally, there is less of a focus on digital media and more of a focus on traditional signage throughout the cities where “The Lion King” tour visits.

According to communications professionals for the Sinn Fein party in Ireland, traditional signage and localizing content is very common in Ireland as well; they said it was the most effective tactic in reaching the public. Carl Harp, communications coordinator at the Rock and Roll Hall of Fame, said social media is one of the strongest platforms to reach his publics because on each channel, he is able to reach different people. There is certainly a dichotomy in the use of digital media both in the U.S. and abroad right now.

This is changing, however. Anthem band members were able to talk with Donie O’Sullivan, a journalist at Storyful. Storyful is an Irish company that identifies trends and discovers content produced by everyday people on social media for news outlets to utilize. “There’s always someone closer to the story,” Donie said.

If there’s two things we love, it’s comedy and chocolate. We took a trip to the Cadbury factory headquarters in Birmingham. There, we got the opportunity to speak with Curtis Allen, who is on the educational team for Cadbury. He discussed the brand image and messaging of Cadbury, and he showed us a glimpse into some of its advertising history and the thought process behind them. Cadbury uses humor to appeal to consumers; they want to come off as a quirky and happy brand. They are ranked as one of the happiest brands by consumers in the U.K. Whether using fun songs or adorable animals, Cadbury always strives to make people smile. This is similar to our study of Saturday Night Live and how humor and comedy play a large role in advertising. Although humor varies from country to country, the passion of laughter is universal.

Although there are a few industry differences in terms of platforms used, the heart of live entertainment promotion remains the same: To make a statement. Whether they use emerging digital platforms or more traditional outlets, communications professionals in the entertainment industry seek to resonate with their audiences.

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Disney: Global Marketing Powerhouse

5/29/2015

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By: Meghan Caprez
According to Huffington Post, London is the second best city in which to see live theatre. While visiting the home of the West End (London’s version of Broadway), I couldn’t help but see a few shows. I also couldn’t help talking to a theatre marketing professional.

I was introduced to Nic Greatrex, marketing manager at Disney Theatrical Group (DTG), through a mutual connection at DTG in New York. (Read some of the things I learned about the global brand of Disney’s “The Lion King” from that mutual connection here.) Nic worked on the marketing for “The Lion King” when it was on tour in the U.K., and he is currently working on its run in Switzerland, among his other responsibilities.

U.K.

Promotion for the tour of “The Lion King” is set up in four different phases at Disney: on sale, build, re-launch and season. Each phase uses different marketing techniques that are unique to the public in the U.K.

Unlike in the United States, DTG will show a commercial for “The Lion King” tour in the cinema before a movie. There is also a heavy focus on radio and a decreased focus on television advertising.

“We like to use a lot of radio adverts on tour because we can showcase the sounds in the show,” Nic said.

One popular format of radio advertisement is called vox pop, where Disney grabs sound bites from audience members at opening night performances, then turn them into a commercial.

The theatre community in the U.K. also approaches social media much differently than the theatre community in the U.S., making it difficult to collaborate on content with the DTG team in New York. Nic said theatre communications in the U.K. is slowly becoming more digital, but it is still very focused on tradition: posters throughout the city and on public transport.

“We don’t like to re-share what New York has done; the tone is different,” Nic said. “We’re very serious here, but hopefully that will be changing.”

Switzerland

Nic said, “Switzerland is a testing ground for bigger markets.” The company is using promotion for the show in Switzerland as a sort of testing ground for public relations and marketing tactics it may use later on in different markets throughout Europe.

Disney recently gave Swiss journalists the opportunity to interact with “The Lion King” in a very physical way, teaching them how to use stilts to walk like the giraffes, how to play the drums like the musicians and how to put on makeup like the actors in the show. Nic always has a hand in press events like this, even though DTG uses different agencies to help promote its shows.

“We’re quite tight, PR wise,” he said. “We don’t let the local team do anything without us.”

By staying on top of local trends, monitoring competitors and testing out tactics in smaller markets, Nic and the Disney Theatrical Group marketing team are helping “The Lion King” sell out each night across Europe, solidifying the show as a global powerhouse.

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MJ the DJ's #30DaysInTheUk

5/29/2015

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By: Arbrion Chambliss
What happens when you take talent from the United States and place it in the unfamiliar setting of London, England? You take on the challenge.

 Cleveland, Ohio’s popular disc jockey “MJ the DJ” recently took his talents to London, England for a month called “#30DaysInTheUK.” MJ, 24, was born and raised in Cleveland, Ohio and studied music at The Ohio State University.

“I started DJing four years ago and through my different style of performing and love for music, I quickly made a name for myself,” said MJ.

In his career, MJ has DJ’d for big time artists such as Big Sean, Rihanna, MGK, Nas, Lil Wayne, Wale, Meek Mill and more.  MJ said he decided to DJ in London for a month to get a new perspective on music and different cultures.

“It was kind of a spontaneous act but one well worth it,” said MJ.

MJ said the biggest difference he noticed while DJ’ing between the U.S. and England was how everyone partied.

“In the U.S. the majority of people focus on looking cool and buying sections, but in the U.K. even the people who buy sections dance ” MJ said. “Everyone dances which really brings a party to life.”

MJ also said he could see the difference in who partied together.

 “All races party together in the UK, and in the U.S. you have your "white" clubs "black" clubs. I loved the integration and the joy of partying.” MJ said.

During his visit, MJ had the opportunity to DJ at Club Liv Manchester and said that he was able to broaden horizons by being able to play more than just one genre of music.

“I played hip-hop, Rhythm and Blues, Afro beats, grime music, EDM and top 40,” MJ said. “I loved the fact that I could play everything and wasn't conformed to just one genre.”

MJ said the most impactful thing he gained from his experience was his ability to adapt to a different setting.

“I gained a musical knowledge when it's comes to reggae, Afro beats, and older music and it really expand my musical capability when it comes to playing different music, genres, and accommodating any crowd.”

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Cadbury's Guerilla Advertising

5/29/2015

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By:  Odunayo Ishola 
There aren't many who can say they've seen a Gorilla playing the drums, there aren't many who can say they've been to the place that Cadbury Chocolates are manufactured, and even fewer can boast that they got to sit in with one of Cadbury's marketing strategists and discuss their adverts throughout the years.  Well today, i'm proud to say I am one of the few who have done all these things! I  loved the entire experience of being at Cadbury, however, the most exciting part for me wasn't getting free liquid chocolate that literally popped in my mouth, or going on a ride as little Cadbury egg men sang to mea,  or buying my body weight in chocolate at the dope gift shop. Nay! It was walking down the  hall looking at  how Cadbury's adverts have evolved, and continue to evolve.  Take a gander at the little clip  i shot as i walked down Cadbury's Advertising Avenue.  And as a bonus,  we've also thrown in the infamous Cadbury Gorilla ad!
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  • Home
  • About
  • U.S.
    • Music
    • Theatre
    • Misc.
  • On Tour
    • Dublin
    • London
  • Meet the Band
    • Meghan Caprez
    • Erica Batyko
    • Rachael Denny
    • Arbrion Chambliss
    • Odun Ishola