Match Media today announced the agency has been appointed by Michael Cassel Group to launch their newest production, Beautiful: The Carole King Musical.

The account, billing $3million, will include media strategy, planning and buying across all channels, plus social and analytics.

The Michael Cassel Group is a live entertainment company formed to produce, create and present the world’s greatest musical and theatrical productions, live entertainment experiences, marquee events and concert attractions. Current productions include Kinky Boots, Les Misérables, Singin’ In The Rain, Beautiful: The Carole King Musical and the forthcoming concert tour with Lea Salonga.

The smash-hit musical will premiere in Sydney in September 2017 at the Sydney Lyric Theatre. Beautiful is the true story of the legendary singer’s journey from schoolgirl to international superstar and features a book by Tony and Academy Award-nominee Douglas McGrath, direction by Marc Bruni, choreography by Josh Prince and a stunning array of beloved songs written by Gerry Goffin/Carole King and Barry Mann/Cynthia Weil. The Broadway production won two Tony Awards and the 2015 Grammy Award for Best Musical Theatre Album.

Julie Ott, head of marketing at Michael Cassel Group, said, “Match have been our media partner on Kinky Boots for over a year now and we have a strong partnership that is grounded in the perfect mix of creativity and ROI generation.

“When we were looking for a media partner for Beautiful it made sense to extend this relationship with Match and continue our successful relationship.”

Zara Cobb, head of planning & knowledge at Match Media added, “We have worked with the Michael Cassel Group for two years on both Les Miserables (Digital) and Kinky Boots and we couldn’t be more thrilled to be working with them now on Beautiful; the Carole King Musical.

“We are excited about bringing this Award-winning show to life in Sydney.”