The Suite Life
When creating artwork for an event, a show or a campaign, there are two conflicting ideas. Either, you use the same creative artwork across every platform, in every advertisement and in every piece of collateral. Or you create a suite of different designs as new Broadway musical Tuck Everlasting has done. So which one is better?
Neither option is automatically better. Both have their pros and cons and both depend strongly on the target market for the advertising. For example, imagine you were creating the advertising for a new mainstream movie adaptation musical. The aim of this campaign is to build awareness. Once audiences are aware of this new show, there is a good chance they will be converted into ticket buyers because of the strong social catalyst embedded in the name. This is exactly what Aladdin has done. They have the one hero image of a genie and the name and that forms the emphasis on their advertising campaign because the Aladdin brand is strong enough to propel people into motion.
Tuck Everlasting is a different story.
While this new musical (which has received rave reviews during its out-of-town tryouts) is originally based on a book which spawned two movie adaptations, the original story isn’t anywhere near as well-known as that other Disney brand. So simply seeing an advertisement for this show isn’t effective enough to inspire customer behaviour into purchasing tickets. So how have they worked around this issue?
To inspire this behaviour, they need to motivate audiences to do some more research. Check out the website. Read the reviews from the out-of-town tryout. Even encourage them to explore the original book or movies. And to do that they need to engage the customer with enough interesting advertising that will inspire them to carry out this further research.
For a story that is centred on immortality, the production’s advertising campaign is strongly based around watching the seasons change – as any immortal person would do indefinitely. As you can see from the above four options, the advertising has a whole suite of options which will be carried out across many different mediums. Audiences might come across the Summer version in a print publication. Run into the Spring adaptation online. See a billboard with the Autumn creative. And then grab a flyer which features Winter.
These creative options are different enough to grab the attention of potential audience members without causing wear out. But are also similar enough to be able to link the different pieces of advertising back to the one show and evoke feelings of familiarity. It is this happy medium which will continue to engage customers with the advertising and hopefully turn them from passive observers into ticket holders (and word-of-mouth agents).