For the introduction of this musical in the Netherlands, Stage Entertainment had developed a multi media campaign with Robert ten Brink, based on the campaigns in England and Italy.

The team wanted to optimise the radio and digital ads on short notice before launch to find out:

• Which ad variant excites most, and why?
• What in the ads makes people think of the film, and why?
• What could be tweaked to boost ticket sales?

The Stage Entertainment team included several adjustments to the campaign within few days after the research, leading to increased ticket sales.  Key insights that guided the team:

• The emotions evoked by the Pretty Woman film could be leveraged more in the musical advertising. Bringing the film’s sultry and romantic notes to life help.
• Robert ten Brink’s voice is loved by many but not recognised by all, partly due to the audio mix of voice and music.
• Quick scene changes made the campaign harder to follow – slowing it down built the romantic storyline more clearly.