Mamma Mia!, Dress for Success and FedEx
Objective:
To establish a partnership with Dress for Success and its partners, including FedEx, in order to increase ticket sales through cause related marketing.
Dress for Success is an international not-for-profit organization that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and the career development tools to help women thrive in work and in life.
Continue brand awareness with the show’s core audience of women 35+.
Elements:
Overview of Results:
On the evening of September 26, 2007, a FedEx special delivery truck was situated in front of the Winter Garden Theatre. Volunteers from FedEx, Dress for Success and Mamma Mia! collected hundreds of clothing and accessory donations for women in need across the country. FedEx then shipped these donations to Dress for Success locations nationwide.
Mamma Mia! donated 100 tickets for Dress for Success VIPs. Playbills were stuffed with information on Dress for Success and a table was provided before the show and during intermission for anyone looking for further information about the organization. The stars of Mamma Mia! made an appearance at the donation drive and an on-stage announcement about the partnership.
To establish a partnership with Dress for Success and its partners, including FedEx, in order to increase ticket sales through cause related marketing.
Dress for Success is an international not-for-profit organization that promotes the economic independence of disadvantaged women by providing professional attire, a network of support and the career development tools to help women thrive in work and in life.
Continue brand awareness with the show’s core audience of women 35+.
Elements:
- Clothing Drive with Mamma Mia!, Dress for Success and FedEx
- Inclusion in newsletter to Dress for Success members announcing the drive and a later newsletter offering a discount to see Mamma Mia!
- Press presence: AM NY, Playbill.com, Broadway.com, BroadwayWorld.com, AP print and radio, Getty Images
- Show collateral and mention in all upcoming retail events in the New York Metro area associated with Dress for Success at such stores as: Theory, Bloomingdale's and Loehmann’s
Overview of Results:
On the evening of September 26, 2007, a FedEx special delivery truck was situated in front of the Winter Garden Theatre. Volunteers from FedEx, Dress for Success and Mamma Mia! collected hundreds of clothing and accessory donations for women in need across the country. FedEx then shipped these donations to Dress for Success locations nationwide.
Mamma Mia! donated 100 tickets for Dress for Success VIPs. Playbills were stuffed with information on Dress for Success and a table was provided before the show and during intermission for anyone looking for further information about the organization. The stars of Mamma Mia! made an appearance at the donation drive and an on-stage announcement about the partnership.
