ABOUT

From humble beginnings in Nutbush, Tennessee, Tina Turner catapulted herself into Rock and Roll’s Hall of Fame. During her 60-year career, she has won 11 Grammy Awards and achieved 180 million combined single and album sales. We knew the marketing for a mammoth musical about her life and times had to be THE BEST.

Starting two years ahead of the musical’s launch, AKA captivated core Tina fans with a long-term awareness campaign, establishing strong brand affinity via lead-generation adverts, priority sign-up lists via the AKA designed website, exclusive events, messages and endorsements directly from Tina Turner herself.

We then ran a 360 fully-integrated marketing campaign and major launch event, with Tina coming out of retirement to position the musical as a premium production. The campaign included far-reaching Out of Home, specialist editorial and social influencer moments within the BAME community, stand-out partnerships with Magic FM and grassroots print distribution.
Following extensive audience testing, we produced and released the online trailer via a combination of cross-posting via Facebook, organic reach and paid for social advertising.

AKA’s integrated campaign delivered incredible results. This five-star musical achieved more than half a million attendees in its first year; its e-communication list reached an astonishing 40,000 sign-ups by first performance; and the trailer far surpassed ambitious targets of one million views.

After celebrating a groundbreaking first year in the West End, Tina: The Tina Turner Musical recently transferred to Broadway, where AKA New York are proud to be working alongside producers in continuing its smash-hit, global success.