Client Case Study – The Ordway Takes Over The Tonys

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The Ordway takes over The Tonys

By Dan Monfre – WCCO.com’s Director of Digital Sales

Background:
The Ordway Center for the Performing Arts in St. Paul has been a long time partner of WCCO-TV and CBS Radio Minneapolis.  Throughout each of their theater seasons, The Ordway promotes their line-up of shows and events on CBS’s extensive network of TV, Radio, and Online properties.

WCCO-TV is the exclusive home to the 2011 Tony Awards show in June, which includes not only airing the Tony Awards live, but also extensive coverage of the awards on WCCO.com.

Campaign Goal: The Ordway was interested in targeting the theater-going audience of Minnesota to promote and sell tickets to their latest show, Guys and Dolls.

Solution: The Ordway became the presenting sponsor of The Tony Awards on WCCO, which included TV spots leading up to and within the Tonys live broadcast, as well as a complete takeover of the WCCO.com Tony Awards online section.  (see screenshot of the section above)
Tony Awards Promotion
Result:  WCCO has included Ordway’s logo and a Guys and Dolls name mention each time they promote the upcoming Tony Awards (both on-air and online).  This has helped Ordway boost awareness about their latest show as well as the rest of their theater season.  The Tony Awards section on WCCO.com has been completely taken over by Guys and Dolls ads!  The section is reaching the PERFECT audience: thousands of working adults who are interested in live theater!  The 2011 Tony Award Presenting Sponsorship Campaign has been a huge win for both The Ordway and for CBS.

  • You can get more information about unique WCCO.com section takeover opportunities by emailing me at drmonfre@wcco.com.
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