MTC's Rabbit Hole, Marie Claire and Cole Haan Event

Objective:
To attract upscale metropolitan women to Manhattan Theatre Club’s (MTC) production of Rabbit Hole, Allied Live initiated a partnership with the monthly magazine Marie Claire and the Cole Haan luxury brand to host a premium shopping event featuring an appearance by the production’s star and playwright.

• In-Book: Marie Claire listed Rabbit Hole in the February Hot Buzz portion of the magazine, and a follow up mention in the May issue.
• Online: Marie Claire included the premium shopping event featuring Rabbit Hole in an eblast to their online subscriber database and additionally promoted Rabbit Hole on their iVillage web pages for the month of February.
• In-Store: Cole Haan flagship store in Rockefeller Plaza promoted the premium shopping event through signage at all five New York stores.
• Direct Mail: Cole Haan created a direct mail invitation that was sent to their NY-Metro preferred customer database.
• Incentive to Purchase: Cole Haan offered a 15% discount to invited guests and donated a percentage of the proceeds to MTC.
• Cast / Creative Appearance: Cynthia Nixon, star, and David Lindsay-Abaire, playwright of Rabbit Hole, participated in a discussion at the event, moderated by Marie Claire Executive Editor Patrice Adcroft, and MTC’s general manager Florie Seery.
•  Internal Promotion: MTC showcased the event on their website, and sent an email blast to their subscribers to announce the event.