What NYC’s plan to market to tourists means to me.
Everything needs to be marketed.
You. Your show. Even NYC.
And, thankfully, NYC is going to spend $30mm on a massive marketing campaign to encourage tourists to come to NYC. Since those tourists represent 65% of the Broadway audience, this is a big boon to Broadway. By NYC shouldering some of the load, it will take some of the lifting off our industry’s and each specific show’s shoulders.
The campaign begins in June.
Which tells me two things . . .
We’re going to know when Broadway is coming back before then.
See, Broadway is NYC’s #1 destination. The city wouldn’t spend this kind of cash unless it could say that Broadway was open. You wouldn’t spend a ton of money marketing the Louvre if the Mona Lisa was out for a cleaning. You would buy TV ads for a theme park if your big roller coaster was out of service.
For one, the ads wouldn’t work as well. Two, if people came and found that their favorite attraction wasn’t open, they’d leave disappointed.
And that means bad word of mouth. And everything from tickets to Broadway shows to plane tickets to NYC is all based on word-of-mouth.
So . . . the takeaways are threefold:
- Everything needs to be marketed. Period.
- Don’t market those everythings . . . if the heart of it is missing.
And the third . . . which is the biggie, and it’s a prediction.
3. Broadway shows are going to announce they are coming back BEFORE this campaign. And I predict you’ll see announcements of big shows on sale in the next 2-4 weeks.
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