The challenge was to dismantle the prevailing myths surrounding "Hamilton" as an inaccessible, high-priced production, difficult to attend without extensive planning whilst targeting a younger audience. The aim was to reshape public perception, highlighting the show's accessibility and affordability to a broader audience.
To tackle this challenge, we engaged influencers to produce "come with me" style content, designed to debunk these misconceptions. They communicated clearly to their audiences that "Hamilton" offers a wide array of ticket options, catering to various budgets, and emphasised the ease with which these tickets could be bought, even at the last minute.
Additionally, by showcasing the stunning Victoria Palace Theatre, the content further enriched the audience's anticipation and desire to experience the show. We strategically chose a mix of creators for this campaign, prioritizing those who had previously expressed a genuine passion for "Hamilton." This approach ensured their discussions about the show were not only enthusiastic but deeply authentic, effectively altering perceptions and encouraging more people to discover the magic of "Hamilton" for themselves.
