Pitch to remember - MMHK April

Lydia Lee

Director, GolinHarris, Shanghai

Who was the client?

Nederlander New Century (NNC) Company

What was the brief?

Helping to promote a Broadway musical, "42nd Street", across large and smaller cities across China.

What made the pitch so interesting?

To win the task of launching a Broadway show across China, it was crucial that our pitch demonstrate a nuanced, insightful and highly creative approach. We had to show that we could successfully market an American form of entertainment to a culture and people wary of Western influence-as well as demonstrate our own grander commitment to the success of performing arts.

How did you pull off the plan?

We formed a task team to evaluate our strengths and best selling points. The resulting strategic proposal was tailored to appeal to people in the business of performing arts. It included an impressive industry and media audit, a comprehensive plan to maximize exposure and ticket sales, and positioned GH as not only a media, but cross-cultural strategist with a passion for theater and business.

Who was there?

On stage, key representatives from the GolinHarris team in Shanghai, and in the audience, the potential client.

How did you create the buzz?

We packaged our proposal in an original and exciting way-in the form of a "Playbill" booklet like those passed out at Broadway shows. Also, during the pitch, we incorporated the music from "42nd Street" into the creative portion of our presentation.

What made the pitch succeed?

It was the combination of all the elements I've described-our knowledge-base, creativity, passion and insight-that made this pitch a winning one. We strongly communicated our ability to apply these assets to the client's future campaign.

What were the client's metrics on success?

The client was seeking a PR agency that understood the spirit of Broadway musicals and could communicate that spirit to Chinese audiences with positive reception.

What were the results?

We won it! Our team then got started on planning a multi-pronged, large-scale campaign to bring "42nd Street" to stages across nine cities in China.

What would you have done differently?

f only we could have held the pitch at an actual theatre, the team would have received a Broadway-style standing ovation afterward.

Why was this a pitch to remember?

The creative and strategic work involved in the making of this pitch produced a unique, impressive product that foreshadowed the success of the PR campaign that followed. At the close of the campaign, the client named us "Best Partner." We are extremely proud of the results!