visit victoriA x come from away
With partners Visit Victora and Come From Away Australia, Kreate devised a never-seen-before campaign to tug at the heartstrings, driving ticket sales and city visits for the show's Comedy Theatre run.
The smash-hit Broadway musical Come From Away tells the stories of human connections that develop even through trauma, set in a post 9-11 world.
Melbourne, a city dear to our hearts at HQ, is a city built on human connections – it’s part of the fabric of Victoria. Along with partners Visit Victoria and Come From Away Australia, Kreate devised a never-seen-before campaign and social experiment to test the question: Have we lost the art of human connection? — Be prepared to feel all the emotions!
Visit Victoria briefed us to bring these ideas to life with a clever and innovative campaign to spark awareness of the hit show in Melbourne, generate intrigue, and drive ticket sales. We developed the creative concept, produced the campaign in Australia and NZ, and managed the PR rollout, which was a real treat for us to work on!
The emotional video surpassed 500,000 views on Facebook within a few weeks, while the show went on to smash records for the highest weekly box office and attendance figures in the Comedy Theatre's 92-year history.
What we did:
Concept and Strategy
Content Production
Partnership management
PR and Media Outreach
“Be honest – if a stranger in the street asked for a few minutes of your time, you’d probably just keep walking. But who knows what great things might come from a chance interaction?
Recently, two cast members from the musical Come from Away (currently playing in Melbourne) took to the busy streets of Sydney and Auckland to try and ask people for a moment of their time. As you’d expect, there were lots of rejections – but two lucky passers-by who did stop were rewarded with a trip to Melbourne and tickets to see the show. You can see what happened in the video below.”
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