NY Times: A Growing Interest in Entertainment Marketing In Advertising: On the Road With ‘Movin’ Out’
January 27, 2004
By Stuart Elliott An ambitious, two-part campaign to promote the national tour of the Broadway musical "Movin' Out" that gets under way this week is hoping to get theatergoers in almost two dozen markets into a New York state of mind. Those who know their shows recognize the reference to Billy Joel, who supplied the more than two dozen songs that are used to tell the story of "Movin' Out," centered on the lives of five friends through the 1960's and 1970's. The musical, which won two Tony Awards after opening on Broadway in 2002, is taking its act on the road beginning tonight in Detroit under the aegis of Visa U.S.A., the presenting sponsor of the national tour. Visa is spending an estimated $5 million on a national television commercial by BBDO Worldwide in New York, part of the...
Entertainment Marketing Letter – Living a Rock And Roll Fantasy: Customized ‘Camp’ Offers New Experiential Marketing Vehicle
June 1, 2003
With two events under their belt and three more scheduled by 1Q '04, the producers of the Rock and Roll Fantasy Camp are working to expand the concept by shopping customized events to brand marketers seeking experiential promotional vehicles. A TV show and a movie based on the camp are in the works. The camp was featured in the season premiere of "The Simpsons" on Fox in September '02. Producer David Fishof created the first Rock and Roll Fantasy Camp in 1997 with Ringo Starr as celebrity "camp counselor." The weeklong camp attracted 35-40 paying attendees. The concept was shelved for a few years as Fishof concentrated on Starr's touring activities, but was revived last fall in Los Angeles. The Erlick Group's Jim Erlick is working with producers Fishof and Harry Javer to develop...
May 26, 2003 By John Crudele
WHY can't the Brooklyn Bridge have a corporate sponsor? Or the Staten Island Ferry - not to mention Central Park, Yankee Stadium and New York's fine museums? As we are painfully aware, New York City estimates that its budget deficit will be $3.8 billion this year. Firehouses are closing, municipal workers are losing jobs, and roads are dirtier and pot-holier. The typical solution? The same as every other desperate town or state - make people gamble more, raise taxes or give out more tickets. Can't we come up with a better idea - especially with so many landmarks just waiting to have a corporate logo affixed to their side? The mayor's office is already looking into something like this - the official soda of New York City, etc. And it has named its first-ever chief marketing officer. I...
February 8, 2003
Jim Erlick is president of The Erlick Group, a Manhattan-based firm that specializes in pairing entertainment properties, including HBO, The New Yorker, and several Broadway productions, with such corporate sponsors as American Express, Delta, and Bloomingdale's. Before establishing the company 10 years ago, Erlick spent 14 years in marketing at General Foods, Seagram Wine, and American Express.
January 8, 2003
James M. Erlick '73 was recently profiled in Duke Magazine about the business of marketing and corporate match-making. Jim launched the Manhattan-based Erlick Group in 1992. The company brokers strategic sponsorships and promotions with entertainment properties such as film, music, and theatre on a national level. Clients include The New Yorker, Broadway productions such as Rent and Chicago, and General Cinema as partnered with corporate sponsors like American Express, Bloomingdales and Lexus. After Deerfield, Jim went on to Duke and then earned his MBA at the University of Chicago. He worked 14 years in marketing with such concerns as General Foods (now Kraft), American Express, and Seagram before going out on his own with The Erlick Group.
August 5, 2002
Agency: The Erlick Group 800 Third Ave., 34th Fl. New York, NY 10022 Contact: Jim Erlick President 212/418-7372 Specialization(s): Entertainment, Marketing, Music Marketing, Venue Marketing Property Clients: Andrea Bocelli tour; B.B. King Blues Club & Grill, New York City Opera; Jane Goodall's Wild Chimpanzees IMAX film; Litchfield Jazz Festival, Conn., Long Island Summer Festival; Monkees Reunion tour; Moscow Ballet tour; Movin' Out, Broadway musical; Ringo Starr and His All-Starr Band tour Year Founded:1992 Employees: 4 Annual Billings: $1 million-plus Additional Information: Erlick also works with TSE on its film festival and Latin music circuits, as well as with Festival Productions, Inc.'s JVC Jazz Festivals.
Entertainment Marketing Letter: Visa Moves Out On Broadway Ad Agency Creates Live Theater Marketing Arm
August 1, 2002
A new division of Broadway ad agency Serino Coyne is applying integrated marketing tactics familiar to the movie and music industries to reach the 30 million consumers who attend Broadway shows each year. The division's first project, in partnership with The Erlick Group, is Visa's sponsorship of the Twyla Tharp musical Movin' Out, based on the music of Billy Joel. A six-week advance ticket program, part of a larger campaign, has netted some $2.5 million in ticket sales for the show, which opens in New York City Sept. 30, according to Susan Lee, who heads the new division, Serino Coyne Connect. The four-month-old division is focusing on four areas: branding/strategic planning, sponsorship development/sales, new media promotion and travel/tourism. On the sponsorship side, the...
July 22, 2002
Not too long ago, properties seeking representation for sponsorship sales had few options outside the giant sports marketing agencies. Those firms naturally were most interested in selling major sports properties that commanded six-, seven- and eight-figure sponsorship fees that even with a low 10 percent commission would yield significant income. The relatively few occasions when smaller or nonsports properties convinced a mega-agency to take them on-the John F. Kennedy Center for the Performing Arts and ProServ or the National Tractor Pullers Assn. and IMG, for example-typically resulted in less than sterling results and a good deal of animosity. Properties complained they were given short shrift compared with clients deemed more lucrative or easier to sell, while agencies bemoaned...
July 15, 2002 By Robert Hofler
MOVIN' ON Lining up Sponsors Corporate sponsorship of theater tours, venues and festivals has been commonplace for years. Individual Broadway shows have been more resistant to the lures of these partnerships, although they do pop up: TWA and "Sunset Boulevard'" Target and "Seussical'" among the few. This coming season, Broadway looks to host two such marriages: Visa with "Movin' Out" and Mercedes-Benz with "Dance of the Vampires." Although the company's logo is not part of the Minskoff moniker, Mercedes is already a sponsor of the theater and now looks to link itself with the venue's next tenant. "The goal would be to integrate Mercedes-Benz's (marketing) with specific aspects of the show in all media," says Jim Russek of Rave! Advertising. "The average age of the Mercedes-Benz...
June 15, 2002
ABBA, ITALIAN STYLE. Olive Garden's campaign for the road tour of the Broadway show Mamma Mia! includes a sweepstakes, special Abba menu items and in-restaurant play of the "Abba Gold" CD . Grey Alliance and The Erlick Group co-brokered the marketing alliance and developed the campaign with the Darden Restaurant Group chain and the local market promotion agency The Marketing Group. Promotion for the 18-month-long, 40-city roadshow, which began in May '02, includes a mail-in contest entry form given to diners with each meal bill. The contest offers show tickets, an "Abba Gold" CD, and other merchandise. In-theatre signage, coupons and ads in Playbill, and TV, radio and newspaper ads also promote. An employee-incentive program offers backstage passes. Olive Garden seeks to create excitement...