Chris, Mrs. - A New Holiday Musical
Launching a new large-scale musical production in Toronto’s hyper competitive landscape.
The context
Boldly Productions launched the world premiere of "Chris, Mrs. - A New Holiday Musical" in Toronto during the highly competitive holiday entertainment season. As a new theatrical production entering the market without existing brand awareness, the organization required a strategic marketing and partnership approach capable of driving ticket sales, audience awareness, and media visibility while competing against major live entertainment and theatre productions across the city.
My role
As Head of Marketing and Strategic Partnerships, I built and led the marketing team responsible for the production’s integrated campaign strategy, brand positioning, communications, sponsorships, and promotional partnerships. I oversaw paid and organic marketing initiatives, social media strategy, earned media, creative direction, and public relations while developing collaborative campaigns designed to increase audience reach and strengthen cultural visibility for the production.
The outcome
The campaign generated more than 27 million earned media impressions during the holiday season while Instagram audiences grew by over 600% throughout the show’s run. Organic social content surpassed 3 million views, contributing to measurable increases in ticket sales and audience engagement. Strategic partnerships with Hilton Toronto and Pretzel Crisps helped expand visibility through immersive brand activations, influencer engagement, experiential marketing, and integrated promotional campaigns tied directly to the live production experience.
Client Partner
Boldly Productions
My Contribution
Sector
