The Broadway revival of MISS SAIGON needed to attract local New York audiences while maintaining the steady influx of summer tourists. AKA created “The Heat Is On” campaign, a series of promotions targeting New Yorkers right where they go to beat the heat. Highlights included a co-branded concert in Long Island with CBS-FM, a custom ice cream flavor with Ample Hills Ice Creamery, a promotion with Time Out New York for Pride and a special performance at a Mets game.
These memorable touch points helped MISS SAIGON become one of the summer’s hottest tickets!
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