Blue 449 has announced it has been appointed by Michael Cassel Group to launch its newest production, Priscilla Queen of the Desert – The Musical.

The account, billing $2 million, will include media strategy, planning and buying across all channels, including analytics.

The Michael Cassel Group was formed to produce and present prestige theatrical productions; to create and develop exciting new live entertainment experiences and to present marquee events and concert attractions.

The company exclusively represents theatre producer Cameron Mackintosh and his productions in Australia.

Priscilla Queen of the Desert – The Musical will premiere in Melbourne on Tuesday 30 January 2018, with first previews starting on Saturday 21 January at Her Majesty’s Theatre.

The musical, based on the Oscar-winning film PRISCILLA, follows the hilarious adventure of three friends who hop aboard a battered old bus bound for Alice Springs to put on the show of a lifetime.

Julie Ott, head of marketing at Michael Cassel Group, said: “Blue 449 has been the media agency for Michael Cassel Group since 2015. They worked with us on Les Misérables,  helped us turn Kinky Boots into a smash hit and will be launching Beautiful: The Carole King Story in Sydney in September.

“It was an easy decision to partner with them again on Priscilla so they could bring their unique combination of data and creativity to this iconic Aussie musical.”

Zara Cobb, head of strategy and planning, said: “We are ecstatic to help bring Priscilla back in what is sure to be an iconic homecoming.