Taking the Show on the Road…

Jesse Cute, VP, Field Marketing, 07.25.23

07.25.23 Jesse Cute, VP, Field Marketing

AGM's field marketing team works with cultural institutions and live entertainment brands to connect local audiences with touring theatrical productions. From Broadway's biggest to the new and independent, our regional offices across North America are uniquely suited to leverage our intimate market knowledge and strong relationships to generate buzz, build excitement, and deliver campaigns that exceed box office expectations -- and our multimarket presence allows us to see and share real-time insights and trends across markets and factor such into our strategies.  

Here are a few ways we take the show on the road: 


Our strong local press relationships allow us to strategize the best approach to publicity outreach in the region. This includes reviews, features, stunts, and appearances. By connecting the cast and creatives with regional media, we create meaningful conversations that build trust with audiences. Advance interviews are efficient for talent before they arrive, while in-market opportunities allow for longer, more creative interactions with journalists. We make the most of local connections and prioritize unique stories and multicultural connections. Additionally, we seek coverage through special appearances, performances, master classes, and other curated events.


We create unique, memorable opportunities to develop compelling and authentic content that resonates with targeted audiences. From backstage tours to cast meet and greets to exclusive media events and talent interviews, collaborating with regional micro and macro influencers facilitates genuine narratives from established storytellers. 


With a combination of tickets, additional on-brand prizing, and money-can't-buy experiences, we execute both buy-leveraged and earned sweepstakes with broadcast, print, and online media partners that capture the attention of audiences. Additionally, we identify high-traffic events to both educate attendees about upcoming performances and provide remarkable experiential opportunities, ensuring an increased number of shareable moments on social media platforms and coverage by the press.


We develop partnerships between institutions and shows with community entities like retailers, shopping districts, parks & recreation, museums, and non-profit groups. This helps promote productions to new audiences while aligning with client priorities or show themes. It also captures the interest of partners with similar audiences and core values. 


Along with an integrated media and digital strategy, dynamic pricing, and a whole lot of passion and nuance, our earned media approach can help ensure any engagement - in any city - is a smash success! Want to learn more about how we amplify our clients' reach and impact through innovative and targeted touring campaigns? Get in touch.

Find out what we can do for you