A behind-the-scenes look at how we build brands, devise strategies and develop powerful partnerships.
OWN WHAT YOU ARE
To make Chicago stand out, we embraced the production's minimalism through striking black and white photography and a high-fashion aesthetic. Twenty years later, this iconic brand confidently maintains its sleek and sexy look.
To launch Kinky Boots, we embraced one of the show’s most unique assets: Cyndi Lauper's celebrated score. At Tony time, we shifted the campaign to a big, joyful celebration—one that continues to wow audiences on Broadway and around the world.
Make an emotional promise
When Fun Home moved to Broadway, it was already one of the best reviewed new musicals in years. So we launched the show with a bright, clean look and owned the acclaim instead of the specifics. During awards season, we raised the curtain just enough to add a hint of universal emotion to this timely and important piece.
Break the Mold
A show that's rewriting the rules of musical theater requires a never-been-done approach. From groundbreaking partnerships to up-to-the-minute messaging tweaks on ticket availability, we're presenting this blockbuster to the world in ways that are as unique and engaging as the show itself.
To pack the biggest punch with this acclaimed import, we laid low during launch and exploded once the show opened to overwhelming raves. To this day, strategy remains key—we use past data and pricing tactics to stay ahead of the game and maximize sales.
Before Rotten even opened, we used social media campaigns and marketing partnerships to turn existing theater fans into an avid community of ambassadors. By awards season, "Team Rotten" was a marketing force to be reckoned with, making this the #1 retweeted show of the 2015 Tony Awards telecast.
We Know You Better
The pleasure of developing one-of-a-kind partnerships
and stocking the right snacks
Learn and Adapt
For the past decade, SpotCo has had the honor of working with some of the country’s leading institutional theatres, including Lincoln Center Theater and Roundabout Theatre Company. We recognize that each of these storied institutions has its own unique mission and artistic vision, and we tailor our approach to best support each of them individually.
Since 2003, SpotCo and Cirque du Soleil have collaborated on productions from Las Vegas to Broadway. Our experience selling live entertainment combined with Cirque's expert knowledge of their fanbase makes our partnership a powerhouse, launching three new productions this year alone.
Marketing the Tony Awards calls for year-round coordination with several teams. We guide strategy and facilitate communication among CBS, the telecast producers, The American Theatre Wing, The Broadway League, external agencies, celebrity hosts and more. It takes a village to put on a show, and we’re honored to play a role in pulling off Broadway’s biggest night!