Medias picking up  5WPR's Audience Choice Awards event pr story

OBJECTIVE

Broadway.com is owned and operated by Key Brand Entertainment Inc. (John Gore, Owner & CEO), and is the premier theater website with the most complete editorial coverage of theater on the web, including the latest news, interviews with actors and playwrights, opening night coverage, and original video features. Broadway.com features online theater ticketing and phone sales through 1.800.BROADWAY for every Broadway show, most off-Broadway shows, and shows in London's West End.

Broadway.com also boasts the only major awards ceremony where the fans handpick their favorites to be honored at a dynamic event, the Audience Choice Awards. With 16 categories in all, fun and unique awards such as Favorite Onstage Pair, Favorite Diva Performance, and Favorite Replacement compliment more traditional categories.

5W was tasked with generating brand and event awareness outside of the Broadway community leading up to and after the 2013 Broadway.com Audience Choice Awards, as well as managing a successful event. Wendy Williams was announced as the event's host only two weeks before the 2013 Broadway.com Audience Choice Awards ceremony.

STRATEGY

5W put forth a robust PR campaign targeting national and regional media leading up to the event. Several media-friendly ideas were developed and implemented to garner media attention before the event, including on-brand partnerships and social media contests.

5W drafted and disseminated a number of press releases announcing the major initiatives surrounding the Audience Choice Awards, which included: launching a social media contest to find Broadway's Biggest Fan; revealing the 2013 nominations; announcing the host of the ceremony, and sharing the list of stars expected to attend and participate in the event.

The 5W Public Relations team secured an exclusive interview in a national women's lifestyle outlet with host Wendy Williams, to discuss her role in the event and her welcoming into the Broadway community, in addition to several other huge media placements leading up to the awards show.

As the event approached, the 5W Public Relations team disseminated a media alert to invite press to cover the red carpet arrivals, and also invited a select list of top-tier media to attend the ceremony as guests of the producers. 5W also handled logistics including the procurement of the step and repeat, and worked internally with other clients of the firm to secure products for the VIP gift bag giveaways.

On site, the 5W Public Relations team staffed the press check-in areas and the red carpet to ensure that all VIP guests, nominees, producers were escorted through the press line including the in-house Broadway.com crew as well. The 5W team ushered the night's winners to a special pressroom, where they were interviewed following their acceptance speeches.

Following the Broadway.com Audience Choice Awards, 5W Public Relations diligently serviced all post-event information, images, and video in order to secure additional media.

RESULT

The full breadth of our outreach resulted in media placements in top-tier outlets including, but not limited to: E! News, The Huffington Post, USA Today, People, OK! Magazine, Essence Magazine, Variety, Perez Hilton, International Business Times, Just Jared, and many more.

More than 656,798,089 media impressions were secured via features in broadcast, wire, print and online media during the two-week leading up to the 2013 Broadway.com Audience Choice Awards and following the event. As a result of 5W's press campaign, Broadway.com has gained the attention of television network executives for possible broadcast in the coming years.

Medias picking up  5WPR's Audience Choice Awards event pr story

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