BWW Feature: When Marketing Works - NYGASP's HMS PINAFORE at Kaye Playhouse
by Cole Grissom - Dec 13, 2017
These days, targeted ads are flying at us at every turn. I find myself in constant inner struggle, because I keep getting pulled in though I never truly enjoy myself, because I know what they're doing to me! So, imagine my surprise when I found myself delightfully lost in the New York Gilbert and Sullivan Players' most recent marketing campaign ayeharmony.com. The site claims to be the '#1 online dating site for the Queen's navy, sisters, cousins, aunts and more,' with dating profiles featuring a variety of characters from the show. The usernames and profiles are filled with Gilbert and Sullivan inside jokes, but are so deftly handled that the layman won't be left out in the cold. Simply put this is a genius campaign no matter how you slice it. Even if I wasn't a G&S fan, I would check this production out.
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