With its melodic, emotional heart set firmly on the shores of Newfoundland, No Change in the Weather is no ordinary musical. And it’s really, really off Broadway. No Change in the Weather had cross-country ambitions and needed a marketing strategy that generated interest among an audience potentially unfamiliar with the music, culture, and history of Newfoundland. But the rules of promotion still applied – generate interest and fill those seats!
Prime prepared a digital campaign to reach a national market. Newfoundland is beloved to those who visit, those who have moved away, and those who are lucky enough to still live here, so we pulled on those expat heartstrings and teased our target market as to why they needed this musical in their lives. Focusing on the music, the people, and the places that move us, we proceeded to raise awareness in populated centres across the province and the country – yet tightly targeting and further utilizing those we knew would become natural ambassadors of the show. The curtain went up to sold out shows in major cities across the country, with sales goals met just halfway through the tour.
