The Legend Reborn
The Project
ELM takes the lead on strategy, media planning, and marketing for the major UK & Ireland tour of the spectacular new production of MISS SAIGON.
Setting The Scene
Michael Harrison in association with Cameron Mackintosh presents the spectacular new production of MISS SAIGON as Boublil and Schönberg’s legendary musical is reborn. The soaring score features hit songs including; “The Heat is On”, “The Movie in My Mind”, “Last Night of the World” and “The American Dream”.
In the last days of the Vietnam War, 17 year-old Kim is forced to work in a Saigon bar run by a notorious character known as The Engineer. There she meets and falls in love with an American GI named Chris but they are torn apart by the fall of Saigon. For 3 years Kim goes on an epic journey of survival to find her way back to Chris, who has no idea he’s fathered a son.
Photo Credit: Danny Kaan
Services
Pre Green Light
ELMs involvement on Miss Saigon started in the pregreen light phase including programming, ticketing and box office consultancy.
Pre Opening
Creating an integrated marketing budget servicing the entire tour. In collaboration with the producers, devising a launch campaign and the development and execution of a suite of marketing assets.
Running
ELM deliver integrated campaigns across the UK and Ireland including media planning, figures reporting and revenue management.