Client
Mamma Mia!
Find appropriately positioned national partner to extend touring show’s 2002 marketing plan/awareness.
Partner
Olive Garden
- Olive Garden perfectly complements show’s “Italian” imagery and audience demographic.
- Its national major market presence significantly extends local impact.
Elements
Reciprocal integration into partner’s print/electronic media In-restaurant promotion 6-8 weeks prior to opening including special Mamma Mia! family dinner menu, posters, check presenters, server hats/buttons as well as Abba CD music playing Family VIP Sweepstakes offering opening night tickets, show merchandise, dinner gift certificates and CDs Exclusive backstage tours for consumers/employees In-theatre signage.
Results
First sponsorship in Olive Garden’s history.
