RED MOUNTAIN THEATRE We're Making A Scene campaign

CHALLENGE

Most audiences consider local theater a huge step down from Broadway road shows and only a few notches above your average high school production. Thus, Red Mountain Theatre in Birmingham needed to prove themselves to be a high quality entertainment choice, worthy of a consumer's attention,  before their curtains went up.

SOLUTION

Show posters transcribed to outdoor or print tend to be how most theaters advertise, but to enhance Red Mountain Theatre's reputation we created a teaser campaign to engage audiences long before that. These ads, with their theatrical in-jokes and pop culture references, portrayed Red Mountain's as more than just another place to see "Guys and Dolls." We also stoked PR buzz by putting up instillations to draw attention to upcoming shows, such as filling a city park with umbrellas to hawk the musical  "Singin' in the Rain."

RESULTS

Red Mountain sold out every show for two seasons before any of them actually opened. Plus, the campaign earned national attention and a number of OOH advertising and media awards.