As the Olympics wrapped up last month, so did Monkey King: an action-packed, kung-fu rock musical for which Curve developed an integrated marketing and PR campaign. With the show running for more than three weeks at The Centre in Vancouver for Performing Arts, Curve’s approach necessarily had to target a wide range of demographics through different initiatives that built public awareness over a number of months.
In addition to distributing marketing collateral across Vancouver and Richmond, an extensive ad buy strategy, and a PR campaign, one initiative used was to approach elementary and secondary schools in the Lower Mainland with the opportunity to see specially programmed matinee performances of the show at cut-price rates. An accompanying study guide exploring the legend behind the musical, and providing classes with some thought-provoking exercises to further understand this centuries-old tale, was also included as part of the outreach.
The Curve team received a charming surprise through the post a few days ago: students from Sir Charles Tupper Secondary School brightened our week with their hand-written letters thanking us for the opportunity to see the show and explaining their favourite parts, which ranged from the interpretation of a well-loved tale to the moral lessons, the luscious costumes, and the mesmerizing kung fu sequences.
“I would like to thank you and your company for the wonderful play. It was fantastic, and thanks for helping to pay for the fee… I hope I can watch it again and again.”
- J. Chu
“Thank you so much for making the Olympics of every student here at Tupper School really great and full of fun.”
- S. Joyce
“I’m very thankful for giving us the opportunity to see and watch one of the most unbelievable magical plays in the world… I hope you will come back here in Vancouver after several years because this is one of the best plays for the century.”
- R. Belteza
Here in the Curve office we often wax lyrical about how lucky we are to work promoting the arts. The arrival of these letters was a very touching addition to the intrinsic rewards we often get from supporting each of our clients. Every staff member was delighted to read of the appreciation of this young group.
So we’d like to thank you, Sir Charles Tupper Secondary School, for your thoughtful and considerate letters. We’re glad you enjoyed the show!
