I’ve talked about Phantom’s sequel before, Love Never Dies. Really like what they are, a lot of very nice things doing from a communications perspective. Great mix of different digital channels to create great Buzz. The presentation at the West End with an audience selected through a digital sweepstakes; a video montage for the Coney Island Waltz , etc.

When promoting a show, that it is not to open for a few months, I have noticed that the main problem is to have assets that will allow you to bring the show to live. What it is really a challenge since the show doesn’t actually exist, yet. This has been address in different forms, from the High Fidelity videos prior to starting rehearsal (what I thought it was a good idea) to the strange illustration artwork for last year Broadway Blithe Spirit (that was rather awful).


Not to digress, I got a promotional email to pre-order Lover Never Dies CD. A brilliant idea to keep the show top of mind, it may help pushing the album what only means more promotional opportunities. But the email came from the Really Useful Group. What kind of sender is that? I know, I know it’s ALW’s company and the producers of the show. But Couldn’t have come up with something a bit more ‘consumer friendly?’