FIT Sponsorship Marketing Develops A Way For Brands To Get Fancy With Theatre

AR1RDH Audience watching a show in a small theatre

Premium musical theatre shows across Australia have been aggregated with unprecedented brand integration opportunities as Australia heads into one of the richest periods of musical theatre in recent history.

Tim Wood
Posted by Tim Wood

FIT Sponsorship Marketing has developed a new ‘media’ model that brings together shows from Australia’s top producers and provides brands with an ongoing calendar of access and engagement with an audience dominated by passionate, highly engaged females aged 40+.

The new model will be led by a rich group of shows from Australia’s most prolific producer John Frost. It will include The Sound of Music starring Marina Prior and Cameron Daddo, a return season of the Queen/Ben Elton smash hit, We Will Rock You, the world premiere of Dream Lover immortalising the life of legendary singer, actor and musician, Bobby Darin and finally, a 60th anniversary co-production with Opera Australia of My Fair Lady, directed by none other than the musical’s original Eliza Doolittle, Dame Julie Andrews .

Other productions available on an individual basis include a national return season of the highly popular CATS from Andrew Lloyd Webber and the Brisbane season of Strictly Ballroom, with more shows soon to be announced.

FIT has also negotiated with the Producers to ensure a richer degree of brand experiences are possible in the new model, including exclusive branded content, sampling, VIP experiences, premium seating and for the right brands an all new pre-show hero activation moment immediately before the curtain goes up.

“Our forward calendar taps into shows covering every capital city and accessing over 2 million theatre goers,” said Fit managing director Bruce McKaskill. “We have a mix of new productions to Australia as well as heritage shows, with corporate brands able to dial up or down their involvement from a top of the line presenting sponsorship to a short term sampling campaign. This really does now provide brands with a new frontier in audience engagement with no clutter or hygiene issues to contend with.”