CASE STUDY:

Introducing a Historic Brand to New Audiences

Client: Broadway Dallas

Industry: Consumer

Services:

  • Media Relations

  • Community Relations

Recognition:

  • Bulldog Reporter, Best Arts & Entertainment Campaign (Gold)

  • PRSA Dallas Pegasus Award of Honor, Media Relations

  • PRGN Best Practice Award, Consumer Communications

As part of its 2018-2019 season, Three Box client Broadway Dallas presented HAMILTON, becoming the first North Texas performing arts organization to host the smash hit musical.

While Three Box and Broadway Dallas knew the show would be dubbed a “must-see,” we wanted to tell an authentic, inclusive story that extended beyond ticket sales and built-in hype in order to leave long-lasting impressions on Dallas audiences, even after HAMILTON left the metroplex. 

Read on to learn more about our strategies, tactics and results.

HAMILTON was the headliner, but it was important that Broadway Dallas was positioned as informative, accommodating and community-centric before, during and after the show’s run. Traditional media opportunities are not allowed for this show. Instead, Three Box worked with Broadway Dallas to share key show milestones, including ticket sales and historical tie-ins, as well as a unique community program that engaged area students in the arts. 

Three Box and Broadway Dallas established promotional touchpoints to keep audiences engaged until the show’s final curtain call. The team leveraged media for: 

  • A ticket release event at the Music Hall at Fair Park

  • An unveiling of a first-generation copy of The Declaration of Independence, the Federalist Papers and the Reynolds Pamphlet

  • HAMILTON’s press night performance

  • The Hamilton Education Program (EduHam) student performances, cast Q&A and matinee at the Music Hall at Fair Park

Our month-long media drive paid off, with HAMILTON and Broadway Dallas receiving a diverse mix of unique media coverage. 

  • 151 unique media mentions resulting in more than 19 million impressions

  • Media attendance at all events:

    • More than 70 hand-selected local media contacts and influencers were present at the show’s press performance, with all allocated press tickets claimed

    • Live shots and interviews with Broadway Dallas President Kenneth T. Novice at the ticket release event, historic document unveiling ceremony and opening night

    • Reporters from WFAA-TV, KTVT-TV, KDFW-TV, KXAS-TV and The Dallas Morning News were present at the EduHam event

  • Press night attendance and social coverage from Dallas influencers including Tara Fuller, Oh So Cynthia, The Positive Mom, My DFW Mommy, My Crazy Savings, Hustle Mom Repeat and Carrie Elle, along with local celebrities like Emmitt Smith

  • Comprehensive coverage from The Dallas Morning News, KXAS-TV, KTVT-TV, WFAA-TV, D Magazine, Dallas Observer, CultureMap Dallas, KERA-NPR, Broadway World, North Dallas Gazette, Dallas Voice, and more Under 40 and D CEO’s Dallas 500, in addition to receiving a six-page profile spread in the June 2022 women’s issue of D CEO

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