The Nominees for the 2014 Broadway Marketing Awards are . . .

And you thought award season was over.


Awards season ain’t over until The Fat Lady sings the nominees for the most important awards of all . . . the awards that actually put butts in seats (maybe we should call them “The Fannies”?) . . . The Broadway Marketing Awards!

This is the 3rd year of the Broadway Marketing Awards, and this could be the most interesting.  With no Mormon-like smash hit musical and no Angels in America runaway play, Broadway’s Marketers had a big challenge this year.  Every show on Broadway needed a serious strategy, and no marketing stone could be left unturned.

In case you don’t remember, or if you’re new to the blog, here’s how the Broadway Marketing Awards work.

First, I assemble a crackerjack team of nominators that look at every aspect of every single Broadway show’s marketing campaign.  This year, those marketing hotshots are:

Robert Diamond, CEO of, the largest theater website in the world.  Owner of Wisdom Digital Media, a design company for entertainment and technology web sites.

Frank DiLella, Theater Reporter and Producer at NY1, reporting for the theater program ON STAGE. DiLella and the “On Stage” team were honored by the New York Musical Theater Festival for their weekly coverage of NYC theater.

Cody Lassen, Media and Entertainment market research guru. Consults with major studios, producers and directors about how they should market their shows to have the best chance at financial and critical success.

Blake Ross, Editor of the ubiquitous brand known as Playbill.  That’s right, Playbill.  You probably collect them.

Paul Wontorek, Editor in Chief of Host of the popular video series “Show People” where Broadway fans can learn about their favorite stars and all of the gossip.


Second, these guys and dolls pick a slate of nominees for each of the following categories:

Best Logo

Best Tagline

Best Website

Best Twitter

Best TV Commercial

Best Swag

Best Promotion

Best All-Around Campaign

Best Long-Running Campaign


Third, YOU decide who wins.

That’s right, you.  We open the marketing awards to the public to decide, because, well, who better to choose what the best logo is, or the best website, than the people who buy the tickets!  This marketing is aimed at you, so let’s see what’s working!

So, ladies and gentlemen, I now bring you (Da-da-da-da!  That was a trumpet sound, btw.) . . . The Nominees for the 2014 Broadway Marketing Awards!


After Midnight (SpotCo)

Big Fish (SpotCo)

A Gentleman’s Guide to Love and Murder (SpotCo)

Hedwig and the Angry Inch (Serino/Coyne)

Twelfth Night (SpotCo)


Beautiful: The Carole King Musical (Serino/Coyne)

Bullets over Broadway (Serino/Coyne)

Cabaret (Roundabout)

The Realistic Joneses (Serino/Coyne)

Rocky (SpotCo)


After Midnight (SpotCo)

Beautiful: The Carole King Musical (Serino/Coyne, Situation Interactive)

A Gentleman’s Guide to Love and Murder (SpotCo)

Hedwig and the Angry Inch (Serino/Coyne, Situation Interactive)

Les Misérables (Serino/Coyne)


Aladdin (Serino/Coyne, Disney)

A Gentleman’s Guide to Love and Murder (SpotCo)

If/Then (Situation Interactive)

Rocky (SpotC0)

Waiting for Godot (SpotCo)


After Midnight (It is Done Communications, SpotCo)

Beautiful: The Carole King Musical (Serino/Coyne, Situation Interactive)

The Bridges of Madison County (Serino/Coyne, Situation Interactive)

A Gentleman’s Guide to Love and Murder (SpotCo)

Rocky (SpotCo)


Aladdin (Serino/Coyne, Disney)

Bullets over Broadway (Serino/Coyne)

A Gentleman’s Guide to Love and Murder (SpotCo)

Hedwig and the Angry Inch (Serino/Coyne, Situation Interactive

Rocky (Araca Group)


Act One (SpotCo, LCT)

After Midnight (It Is Done Communications, SpotCo, the cast of After Midnight)

Beautiful: The Carole King Musical (Serino/Coyne, Carole King)

Bronx Bombers (SpotCo)

No Man’s Land/Waiting for Godot (SpotCo, Patrick Stewart, Ian McKellen)


After Midnight (It Is Done Communications, SpotCo)

Beautiful: The Carole King Musical (Serino/Coyne, Situation Interactive)

A Gentleman’s Guide to Love and Murder (SpotCo)

Hedwig and the Angry Inch (Serino/Coyne, Situation Interactive)

If/Then (bdb Marketing, Serino/Coyne, Situation Interactive)


The Book of Mormon (Serino/Coyne)

Mamma Mia! (Serino/Coyne, Situation Interactive)

Once (aka)

The Phantom of the Opera (Serino/Coyne and Type A)

Wicked (bdb Marketing, Serino/Coyne, Situation Interactive)


Ok, now it’s your turn.  Vote for the winners of the Broadway Marketing Awards here (and when you click the link, you’ll see all the tags, commercials, and etc. so you can pick your favorite).  You must vote by Friday 7/4.  Winners will be announced on Monday 7/7.

Good luck, Marketers!  Let the impressions be with you.



(Got a comment? I love ‘em, so comment below! Email Subscribers, click here then scroll down to say what’s on your mind!)
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  • Zach says:

    I really thought All The Way might get some love, I thought it was a great campaign, especially the TV spot.

    Hedwig and the Angry Inch (Serino/Coyne)

    Rocky (SpotCo) “Love Wins” it’s the only one I remember immediately, so that worked!

    Beautiful: The Carole King Musical (Serino/Coyne, Situation Interactive) Love the interactive and organized look at the songs with links to videos!

    A Gentleman’s Guide to Love and Murder (SpotCo)

    A Gentleman’s Guide to Love and Murder (SpotCo)

    Rocky (Araca Group)

    Beautiful: The Carole King Musical (Serino/Coyne, Carole King)

    A Gentleman’s Guide to Love and Murder (SpotCo)

    Wicked (bdb Marketing, Serino/Coyne, Situation Interactive)

    XOXO You’re amazing, Ken! I admire you so much, how do you do it all?!

  • Sid Solomon says:

    Why is BULLETS’ merch listed as Serino/Coyne? Araca has the merch account.

  • Tom Hartman says:

    This newsletter/post/blog entry could have been made more user-friendly by making each nominee’s name a clickable link. For those of us outside of NYC, remembering each element can be difficult. But, I would imagine that, even for New Yorkers, making a fair comparison of each nominee’s work side by side, would be more helpful that trying to make a decision based on memory only.

  • Rose says:

    My friends want to know when you’re going to post the GHOSTLIGHT AWARD acceptance speeches.

  • Don Roeseke says:

    Ken, I love the marketing awards idea and yes, absolutely, no one else would be winning awards if these folks didn’t get big butts in tiny seats. But honestly, I don’t remember Rocky’s tagline or After Midnight’s commercial. What swag did I miss at Gentleman’s Guide?
    I don’t know how many responses and voters you get but if you want to market this blog and get more uptake, add links to the websites and commercials on youtube, include the nominated tagline and if ya got pics of the swag send em along, who knows you might even sell some merch along the way!
    Cheers, DON

  • Stephanie says:

    I’m so glad you guys do the Marketing awards, I think marketers represent a very important and overlooked part of the process of bringing a show to stage. However, when the industry is dominated by only a few firms, it makes the whole voting and awards process rather anticlimactic. Perhaps opening to some off-Broadway shows may make the awards a touch more exciting, by bringing in those firms who express the same amount of creativity, but work with a fraction of the budget.

  • Scott says:

    As a “swag” maker–I think you missed out on a great one: the LENTICULAR journals of If/Then (full disclosure, I made them). Here is a piece of PR merch that fully encapsulates the themes, and design, of the show–and raised a common swag item of journals.

    To other commenters/readers–“swag” is different from retail/concession merch, as they are items that are traditionally given away for free to promote the show.

    No surprise in a gym bag for Rocky! or a carpet design for Alladin (tho VERY pretty). The Bullets flask is fun/clever, but again, flasks are “so” overdone for 1930s promotions. Hedwig towel should have been cleverer.

    Also, your noms for logos were a bit odd to me, since TO ME, the only logo was for “After Midnite”–it really looks like a category for best Key Art/Window card–not logo.

  • Jared says:

    I agree with the others, there should be some indication as to what you want blog participants to vote for. What are the tag lines for the various shows? Is it a particular piece of swag that’s been nominated or a range of objects? And if these are different from the commercially available merch, then how are blog readers supposed to know what they’re voting for?

    While this is a nice idea, right now it seems to be like this is little more than a show popularity contest. Since the voting is open to anyone and I don’t think marketing is something you can expect the majority of your readers to have knowledge of (especially if they don’t live in NYC), not giving some indication as to what people are voting for makes the results kind of meaningless. Either limit voting to a panel of experts OR show pictures of what we’re voting for.

    • Ken Davenport Ken Davenport says:

      Hey guys – all the stuff is there. Just click the link. You’ll see the tags, etc. In other words, click before you comment. 🙂

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