ALL THE WAY IT'S ONLY A PLAY MATILDA ONCE THE MUSICAL ROYAL OPERA HOUSE

A Record-Shattering Performance

A targeted and data-fueled campaign brings audiences flocking to ALL THE WAY—breaking house records at the Neil Simon Theatre.

• Campaign Objectives •

ALL THE WAY was Pulitzer Prize winner Robert Schenkkan's thrilling political drama about the Johnson Administration. The show featured a gripping story, compelling characters and a charismatic star, Bryan Cranston, who was riding a wave of popularity following his Emmy®-winning turn on AMC's "Breaking Bad."

However the audience of "Breaking Bad" skewed mostly male, while theatergoers are mostly women, and ALL THE WAY was headed to the Neil Simon Theatre—a huge venue for a play. With less than two months before its premiere, a limited 18-week run, and 1400 seats to fill, AKA set out to develop a smart, savvy and creative plan of attack.

• EXECUTION •

• EXECUTION •

Deployed an advertising and marketing campaign aimed at capitalizing on Cranston's irrepressible star power.

Teamed with Cranston to engage with fans of his show, history buffs, theater aficionados and politicos.
Launched an aggressive television strategy designed to reach beyond Broadway's traditionally female-dominated audience and convert "Breaking Bad"'s predominately male fans into theatergoers.
Ran a broad-based but precisely calibrated print, outdoor and web campaign that sought to reintroduce Cranston in his powerful new role.
Supported strategy with rock solid, measurable data—website analytics combined with data from Google and Ticketmaster were used to develop a detailed audience profile that skewed younger, more male and more affluent than similar shows.
2500%Return on
Investment
300%ROI Results
from
Direct Mail
40%Greater Seating
Capacity than
Most play venues
80%House
Attendance
$1.6MIn Final Week
Ticket Sales

• RESULTS •

The show celebrated its run in spectacular fashion, grossing an all-time record in final week ticket sales for a straight play.