Promotions Case Study: Theatre Under the Stars

The Client


For nearly 75 years, Theatre Under the Stars has brought soaring works of song & dance to the crown jewel of Vancouver – Stanley Park. This year, due to overwhelming demand, Theatre Under the Stars’ critic and audience-acclaimed productions of Shrek: The Musical and Legally Blonde: The Musical held over their runs by one week. A groundbreaking achievement, this marked the first time in TUTS history that such a holdover occurred.


The Campaign


Laura Murray Public Relations was hired to provide a full-scale marketing and communications campaign which included digital advertising, social media, consulting, advertising, a full media relations campaign, as well as strategic promotions that saw a host of fun, TUTS-themed events, contests, and displays throughout the Lower Mainland.


Campaign Components


The promotions portion of the campaign used a three-pronged approach to increase and then maintain public awareness for both performances.


1. Contest boxes placed at strategic, family-focused sites throughout the area, with locations including Neverland Tea Salon, Rocky Mountain Flatbread, Maplewood Farm, and multiple De Dutch locations – to name a few.


2. TUTS-themed window displays at various retail locations including The Bay, The Dance Shop, and Book Warehouse.


3. Public appearances from leading characters at several sites throughout the city – a tandem bike ride in Stanley Park, performances and ticket giveaways at The International Summer Night Market in Richmond, and a Shrek appearance at Kids Market on Granville Island and HR MacMillan Space Centre.


Shrek's visit to the Kids Market on Granville Island.

Shrek’s visit to Kids Market on Granville Island.

The Bay Display

The Legally Blonde display in Hudson’s Bay, downtown Vancouver location.

Shrek & Fiona at the Vancouver Aquarium.

Shrek & Fiona at the Vancouver Aquarium.

Elle and Warner on a tandem bike ride through Stanley Park.

Elle and Warner on a tandem bike ride through Stanley Park.

Categories: Case Studies