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The producers of the hit musical Rent appear to have found more than audiences during a run in Boston last fall.
Looking for a way to jump-start sponsorship sales after a rocky opening in Boston, the touring company entertained a pitch from Woolf Associates. The sports and entertainment representation company, founded by the late Bob Woolf and bought a year ago by Arnold Communications in Boston, sold the national touring company on the idea of looking at the rock musical as a brand.
Woolf collaborated with researchers and creative staff at Arnold to create a ‘brand essence’ video, a compilation of interviews with fans, cast members and theatergoers that helped define a strategic positioning for the musical.
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