The National Tour of The Screwtape Letters has sold more than 194,000 tickets resulting in more than $9 million in sales since its launch in 2010.
This is a fully integrated marketing campaign for the theatrical production that includes public relations, marketing outreach, direct mail, group sales, and advertising.
Heron had the honor of representing The National Tour of C.S. Lewis’ The Screwtape Letters from 2010 until 2014. The entire Heron team was involved with this project, making it a truly collaborative, successful, and fulfilling campaign. More than 400,000 people saw the production on tour in over 50 major cities during the time we represented the production, making it one of our most exciting campaigns to date.
By conducting multiple surveys and thorough market research, we identified our target demographic as Christian, affluent, and conservative individuals.
As a result, our public relations strategy involved pitching both mainstream and Christian media outlets, and identifying key influencers and journalists in each market. Our marketing strategy involved identifying more than 2,000 key contacts in each market and creating successful, sales-generating partnerships.
Public Relations: National placements include CNN, FOX NEWS, THE WALL STREET JOURNAL, NEWSWEEK, THE BOSTON GLOBE, THE NEW YORK TIMES, THE NEW YORKER, THE LOS ANGELES TIMES, CHRISTIANITY TODAY, and ELLE, as well as coverage in over 25 major market dailies and network radio and television stations in each market the tour visits.
Marketing: Secured marketing partnerships with The Pentagon, USO, Princeton University, Socrates in the City, and New York University to name a few. To date, we’ve reached out to 1 million contacts resulting in more than 5,000 partnerships.