The Dr. Seuss Experience

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.