Client: Kilburn Live Entertainment
Business challenge:
The agency was charged with developing a strategic communications
program to launch the North American tour of The Dr. Seuss Experience, driving advanced and sustained ticket sales, while cultivating brand love among fans, old and new.
Solution:
The team generated maximum awareness via comprehensive media relations with
exclusive media previews – connecting with families with children, literary enthusiasts, school
groups, and nostalgic young adults. The agency capitalized on a retro resurgence trend,
bringing a sense of neo-nostalgia to the forefront, which also produced sharable,
“Instagrammable” moments. Whimsical Dr. Seuss mementos delighted GTA-based
radio station on-air personalities, influencers and creators. The news bureau program offered
seasonal storytelling for holiday gifting and holidays and to celebrate Dr. Seuss’ birthday, the
agency coordinated a “Seusstastic cake-off” live on Breakfast Television – featuring creations
from three leading bakers that drew their inspiration by The Dr. Seuss Experience.
Results:
This campaign was wildly successful generating 416 media hits and 132 million
impressions and delivered an MPR score of 95.37 per cent with a CPC of $0.0004. More than 70 pieces of social media content was shared, reaching 2.4 million, with an engagement rate of 11.5 per cent. Most importantly, the Dr. Seuss Experience enjoyed sold-out crowds consistently during its run, generating hype in every corner of the city.
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