The Project
In collaboration with Playful Productions and Neil Street Productions, ELM took the helm in strategising, and overseeing the media, social media, and marketing for a new production of the musical on tour developed with Leeds Playhouse.
“Charlie and The Chocolate Factory – The Musical,” a renowned production with successful runs in London’s Drury Lane and Broadway, closed in 2017 and 2018 respectively.
Setting the Scene
‘Charlie and the Chocolate Factory – The Musical’, is a delicious tale of young golden ticket winner, Charlie Bucket, and the mysterious confectionary wizard, Willy Wonka. A phenomenal musical stage show, full of magic and wonder, unforgettable music, stunning visuals, and a heartwarming message, “Charlie and the Chocolate Factory” is a delight for all ages and a must-see theatrical experience with the family.
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“Our experience with ELM has been exceptional. Their knowledge of the regional landscape combined with their marketing expertise certainly contributed to the success of our tour. The collaboration was seamless and a pleasure to engage in, thanks to Emma and her fantastic team.”
The Approach
- We successfully attracted fans of the original book, popular film adaptations, Roald Dahl’s legacy, and the stage production through our approach. This involved actively reaching out to family audiences and schools throughout the UK and enhancing engagement through content on the show’s own channels.
- Our goal was to create new artwork for the tour that showcases Willy Wonka, the charismatic owner of the Wonka Chocolate Factory. In partnership with Muse Creative and the producers, we designed the ‘Welcome to the Factory’ artwork, featuring a prominent portrayal of Wonka. We kept the iconic title treatment from the Broadway and West End shows, but added contemporary updates to give it a fresh feel.
- As part of the tour launch, ELM collaborated with Steam Motion and Sound to create an exciting new Electronic Press Kit (EPK) trailer capturing the grandeur and joyous atmosphere of the production, featuring its iconic songs and innovative set design.
The Outcome
The success of the show across the UK and Ireland has relied heavily on incorporating new video content into its PR, media, and digital campaigns.
‘Charlie and the Chocolate Factory – The Musical’ has dazzled audiences in 17 cities across the UK and Ireland, completing a comprehensive tour schedule in February 2024.
Photo Credit: Johan Perrson
Services
Pre Green Light
ELMs involvement on Charlie and The Chocolate Factory – The Musical started in the pre-green light phase including programming ticketing and box office consultancy.
Pre Opening
Appointment of a bespoke set of suppliers and an integrated marketing budget servicing the entire tour. Development and execution of a suite of marketing assets including an EPK, development of key-art, radio ads and digital assets.
Running
Delivery of integrated campaigns across the UK & Ireland including media planning, figures reporting and revenue management.
Show copy
Roald Dahl’s Charlie and the Chocolate Factory – The Musical tells the devilishly delicious tale of young golden ticket winner Charlie Bucket and the mysterious confectionary wizard Willy Wonka.
When Charlie wins a golden ticket to the weird and wonderful Wonka Chocolate Factory, it’s a chance of a lifetime to feast on the sweets they’ve always dreamed of. But beyond the gates astonishment awaits, as down the sugary corridors and amongst the incredible and edible delights, the five lucky winners discover not everything is as sweet as it seems.
Featuring memorable songs from the iconic 1970s film as well as a host of new numbers, this sensational musical is choc-full of fantastical treats to dazzle your senses taking you to a world of pure imagination.
Based on the novel by Roald Dahl and the Warner Bros. film, Charlie and Chocolate Factory – The Musical has a book by David Greig, music by Marc Shaiman and lyrics by Marc Shaiman and Scott Wittman. It is directed by James Brining and designed by Simon Higlett.The Leeds Playhouse production of Roald Dahl’s Charlie and the Chocolate Factory – The Musical is produced by Neal Street Productions & Playful Productions.