To start the summer off with a bang, AKA implemented an extensive media campaign called Summer in NYC, which targeted affluent New York City vacationers and residents in The Hamptons, Jersey Shore and Fire Island. This co-branded initiative featured the shows FIRST DATE, JERSEY BOYS, LET IT BE, ROCK OF AGES, SPIDER-MAN and THE TRIP TO BOUNTIFUL, and included eight weeks of radio, print, online, hand-to-hand distribution and an extensive search engine marketing campaign. Consumers were directed to SummerInNYC.com, where they were driven to purchase full-priced tickets to each of the six participating shows. Here are some stats on this successful campaign:
• Between the Fourth of July and Labor Day, Summer in NYC delivered approximately 30 million impressions throughout the Tri-State area.
• The click-through rate of our online ads was nearly twice the industry standard.
• And over half a million impressions were served through search ads.
Overall, Summer in NYC reached the largest percentage of new audiences than any other Broadway summer initiative! Thanks to all the shows that participated. We’ll see you next summer.