When the musical Book of Mormon was transferring

When the musical Book of Mormon was transferring to the West
End from Broadway, the marketing team behind the show were able to create a
sense of panic with the use of tag lines in their advertising. “The usual methods were employed with
takeovers of buses, cabs and escalators reaching out to the average
Londoner, but instead of using the title of the show, a clever tag line, “The
Mormons are Coming” was used to add to the ever bubbling anticipation.” (Felgate,
2013) This sense of excitement meant the public spoke about the show and wanted
to know more information about it. This could be an advertising model that
would work for Hairspray, seeing as it is a show that has been in the West End
and a UK tour, and has a fan base already. The tag lines ‘You Can’t Stop the
Beat’, ‘The Beat is Back in London’ and ‘The Hair is Back and Bigger than Ever’
could work in creating the excitement of Hairspray coming back to the West End.

The artwork of the musical is imperative to the advertising
of the show as it should sell the show without any words. “The most successful theatre design concepts are Cats, Phantom of the
Opera and Les Misérables.” (Green, 2014:249) They are clearly
recognisable around the world so that the product is known instantly without
the need of any other information. The image for Hairspray will be in keeping
with the previous format of the picture of half of Tracy’s face, however this
time with multi-coloured hair rather than the original blue, to allow the
audience to know this is the logo for Hairspray but to provide a modern twist.

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Billboards, newspaper, bus and transport advertising are
still an extremely popular and viable way to market a show. “Over 2 in 5
Londoners who recalled the Bus ads are now likely to go and see the show in the
next 6 months ……..with 72% of tube users surveyed saying they have purchased a ticket to
an event or exhibition after seeing a poster for it.” (Exterion
Media, 2017) 

The price of marketing is shown in Appendix 5.

Another way to bring in audience members is to link up with
high profile products or brands with a relevant link to the show, the way Chamnord
liqueur sponsored the production of Breakfast at Tiffany’s. (Kemp, 2009) For
Hairspray, the company TRESemme, a hairstyle brand, would bring in a clientele
that would see the advertising from the brand and the musical. Competitions
could be run with the product for tickets and backstage passes, with samples
distributed at the theatre. The advertising campaign would be seen in national
press and retail outlets allowing the musical more opportunities to gain their
audience. (O’Reilly, 2007)

For Hairspray the main focus will be to use social media to
create the excitement and interest in the return of the production to London’s
West End. The use of a tagline and clear artwork to represent the show will
enable audiences to recognise that the show is returning. Advertising on
transport, including buses and tubes, would be an important and functional expense
that would lead to a good return in ticket sales. Overall it is essential that
all the advertising and marketing for Hairspray is related and has the same
message of the revival of the classic show coming back to the West End for a
new audience.

Financial
Plan

Taking into account the figures in Appendix 6, the total
weekly running costs for the Hairspray revival would be £121,650.41, therefore
a six month run, including the production outgoings of £822,467, would cost £3,985,377.36.

The weekly box office income of £334,854 would allow for a weekly surplus of £213,204,
resulting in the production breaking even in four weeks.

The income from the TREsemme product sponsorship of £100,000
and£600,000 from Theatre Angels would be necessary for the show to go into
production. Without this added income the revival of Hairspray is not a viable
option financially and the musical would be unable to start rehearsals or run.