Miss Saigon

Project

Collaborating with Cameron Mackintosh Ltd, ELM directed the social media and marketing strategies, highlighting the show’s epic scale, its intense storytelling, and the strong connection it has with its fanbase.

Setting the Scene

‘Miss Saigon,’ the epic and emotionally charged musical, commenced its UK tour between 2017 and 2019, following its celebrated 25 year anniversary run at the Prince Edward Theatre in London’s West End. The setting of the plot is linked to a heightened romance between a United States Marine and a 17-year-old South Vietnamese bargirl.

Approach

• ELM implemented effective Sales, Ticket & Revenue Management strategies to encourage ticket sales and revenue generation for the show.
  
• Arranged and set up the box office system to efficiently handle ticket sales and provide an exceptional customer experience.
• Executed targeted marketing campaigns to promote ‘Miss Saigon’ during its first leg, ensuring maximum audience engagement and ticket sales.
• Oversaw the creation and management of captivating artwork and visuals that effectively represented the spirit and essence of the production.
• Strategically planned and purchased media placements across various channels to reach the target audience and generate awareness of the show.
• Developed and implemented a comprehensive digital strategy to enhance the online presence of ‘Miss Saigon’ and drive ticket sales through digital channels.
• Produced compelling and attention-grabbing radio advertisements to create excitement and attract audiences.
• Ensured the production of high-quality printed materials, such as brochures and posters, to effectively promote the show and attract brand new potential ticket buyers.