SUNDAY TELEGRAPH PROMOTION
In July 2008, EMG implemented a major media promotion with the Telegraph Newspaper Group. To celebrate the 50th anniversary of the show in the UK we created a souvenier poster which was given away free in 800,000 editions of the Sunday Telegraph. This promotion was supported by editorial in the newspaper, front page puff, CD soundtrack giveaway and a series preview ads in the days running up to the promotion.
The impact at the box office in London and across the UK in the tour venues was phenomenal. The promotion raised profile and helped position this new production as a major international event and the authentic 50th year production.