When it was just about time for the show producers and publicists to begin auditions and rehearsals for the Broadway show “Magic/Bird on Broadway,” Terry Lyons was asked to put together a “Tip-Off Event” in Boston to introduce the play to an audience that was sure to fuel interest and “buzz” for the show.
From former Celtics, to media members and the current Boston Celtics tv crew, to potential investors. movers and shakers, a capacity crowd assembled to view brand new sizzle reels and then hear from Tony Ponturo – the executive producer of the show.
Lyons tapped his contact list in Boston to stage an event, complete with many of the Boston Celtics greats and front office executives, then worked with Comcast SportsNet New England to take what could’ve been an “A-level” event and make it an “A+ Must See, and Must Report” extravaganza, complete with a 30-minute special broadcast on the Celtics’ regional broadcaster.
From there, Lyons switched gears and returned to his roots, as a sports writer and theatre critic combo and placed a up close, in-depth and personal review of the play on Digital Sports Desk which was picked up nationally by the Huffington Post.
Link: http://www.huffingtonpost.com/terry-lyons/magic-bird-broadway_b_1392417.html
ASSIGNMENT: To create an all-encompassing media event to introduce Magic/Bird on Broadway to the Boston audience of potential investors, media and potential ticket-buyers.
PROGRAM:
Lyons put together a media plan, coordinated with local Boston-area entertainment media and brought-in Comcast Sports Net New England to co-host the event and create a 30-minute highlight show for airing on the Celtics’ regional broadcast network and local NBC newscasts.
RESULTS:
NBA championship-level rings, buzz, and PR plus a “Triple Double” of exposure for Magic/Bird on Broadway, in Boston, in NYC and nationally.