Guerrillas in the urban jungle: marketing plans for the Broadway musicals, In the heights and Shrek the musical

Guerrillas in the urban jungle: marketing plans for the Broadway musicals, In the heights and Shrek the musical Public Deposited

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Abstract

The world of advertising is changing. Traditional types of marketing, such as TV and print ads, no longer engage consumers as they once did. Consumers have built up a tolerance to traditional forms of advertising and learned how to block them out. Marketers now have to develop innovative ways to reach their target markets. Guerrilla marketing has the potential to break through the clutter by engaging with consumers in new and personal ways. Performing arts, Broadway specifically, lends itself well to guerrilla marketing because guerrilla marketing can offer consumers a taste of the show before deciding to purchase tickets. The following thesis involves developing guerrilla-marketing campaigns for the Durham Performing Arts Center to use in the promotion of In the Heights and Shrek the Musical. The plan for In the Heights has two target markets, the primary being young professionals and the secondary being the Hispanic community. The campaign consists of a mall-based dance performance and a talent show for the local Hispanic community. Mothers with young children comprise the target audience for Shrek the Musical and the campaign consists of a scavenger hunt for children and parents to uncover hidden ogres.

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