The Playwrights Realm
Playwrights Realm is devoted to supporting early career playwrights
along the journey of playwriting, helping them to hone their craft,
fully realize their vision, and build meaningful artistic careers.
Their annual production is the ultimate vehicle for fully realizing a playwright’s vision. And when it’s worth doing, it’s worth doing well, so they focus their resources into one professional Off-Broadway production a year.
FY Eye worked with Playwrights Realm to promote this year's production of CRANE STORY. Inspired by the Japanese legend of the Crane Wife, Jen Silverman’s odyssey unfolds in the space between two worlds as Cassis embarks on a quest to save her brother’s ghost. Crane Story weaves puppetry, music, and ancient folklore to tell an imaginative, haunting (and humorous) story that captivates the hearts of audiences and never lets go.
We developed a dynamic campaign that included online advertising focused on reaching individuals interested in the arts, newspaper advertising targeting the Japanese community in NYC, cinema advertising at Chelsea Clearview and out-of-home window displays and a bookmark distribution surrounding the Cherry Lane Theater, host of CRANE STORY.
Their annual production is the ultimate vehicle for fully realizing a playwright’s vision. And when it’s worth doing, it’s worth doing well, so they focus their resources into one professional Off-Broadway production a year.
FY Eye worked with Playwrights Realm to promote this year's production of CRANE STORY. Inspired by the Japanese legend of the Crane Wife, Jen Silverman’s odyssey unfolds in the space between two worlds as Cassis embarks on a quest to save her brother’s ghost. Crane Story weaves puppetry, music, and ancient folklore to tell an imaginative, haunting (and humorous) story that captivates the hearts of audiences and never lets go.
We developed a dynamic campaign that included online advertising focused on reaching individuals interested in the arts, newspaper advertising targeting the Japanese community in NYC, cinema advertising at Chelsea Clearview and out-of-home window displays and a bookmark distribution surrounding the Cherry Lane Theater, host of CRANE STORY.
Cinema Advertising
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We utilized cinema advertising as a means to reach a captive audience and targeted the Chelsea Clearview due to its close proximity to the Cherry Lane Theater.
The 15 second spot ran before each show for 4 weeks. |
Window Poster Displays
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Vibrant posters for CRANE STORY were placed in the storefronts of 250 independent businesses throughout Chelsea, NYU, West Village, Union Square, and Murray Hill for two weeks.
Over a two week period, Playwrights Realm received positive feedback from their target audience. This media vehicle allowed Playwrights Realm to blanket entire neighborhoods to generate brand awareness. |
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Bookmark Distribution
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To further brand Playwrights Realm and generate buzz around CRANE STORY, bookmarks were dropped off in visible locations at 125 businesses throughout Chelsea, NYU, West Village, and Union Square.
At each location, 40 - 50 bookmarks were placed near the cash register in business such as bakeries, take-out restaurants, nail salons and wine shops. It was not only highly visible to increase the likelihood of being taken by customers, it was also the only collateral material available. After just one week, all the bookmarks had been taken, leading us to do another drop to enhance the campaign. |
Online Advertising
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We used an online ad network to target websites focused on arts and entertainment. Through this medium, we were able to reach a wide audience with over 500,000 impressions distributed over a few weeks.
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NY Japion - the only Japanese language newspaper in NYC
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