This document discusses plans for marketing and advertising a production of the musical "Anything Goes". It will be performed by Ringwood School. The musical is set on an American cruise ship in the 1930s. Ideas are proposed for print advertising, including posters emphasizing the unique aspects of tap dancing and slapstick comedy. Target audiences are identified as older generations who will appreciate the 1930s setting and songs of Frank Sinatra, as well as families with members in the cast. A revised idea is to design the program and advertisements as if the audience is embarking on the cruise ship itself.

1. ASSIGNMENT 2

2. • THE SHOW IS SET ON AN AMERICAN CRUISE SHIP THE USS AMERICA. FROM NEW YORK THE SHIPS DESTINATION IS
SOUTHAMPTON. A FAMOUS NIGHTCLUB SINGER RENO SWEENY IS ABOARD THE SHIP. BILLY CROCKER WORKS FOR A
MAN CALLED ELI WHITNEY AT WALL STREET. BILLY IS MADLY IN LOVE WITH A GIRL HOPE HARCOURT WHO IS ALSO ON
THE SHIP WITH HER FIANCÉ LORD EVELYN OAKLEY FROM ENGLAND.
• BILLY IS NOT SUPPOSED TO BE ON THE SHIP BUT AFTER HE FOLLOWS HIS HEART AND SMUGGLES HIMSELF ONTO THE
BOAT HE USES VARIOUS DISGUISES SO NO ONE FINDS HIM ALTHOUGH NOTORIOUS PUBLIC ENEMY NUMBER 13
MOONFACE MARTIN AND RENO FIND OUT ABOUT BILLY’S IDENTITY AND AGREE TO HELP HIM ON HIS MISSION.
• THE SHOW FROM THERE IS A VERY SLAPSTICK COMEDIC PIECE WHICH ENDS WITH LORD EVELYN ENDING UP WITH
RENO AND BILLY AND HOPE TOGETHER.
• THE UNIQUE SELLING POINTS FOR THIS SHOW MAINLY WILL BE THE SLAPSTICK COMEDY MOMENTS AS WELL AS THE
SINGING AND DANCING. THE SHOW INCLUDES TAP DANCING, WHICH IS A UNIQUE SELLING POINT COMPARED TO
OTHER SHOWS THAT RINGWOOD HAVE DONE PREVIOUSLY. IT IS ALSO IMPORTANT TO NOTIFY THAT MOST OF THE
AUDIENCE WILL HAVE FAMILY MEMBERS IN THE SHOW SO MANY AUDIENCE MEMBERS WILL COME TO WATCH THE
SHOW PURELY BECAUSE OF THAT. ANYTHING GOES ISN’T A WELL-KNOWN MUSICAL AS IT IS A VERY OLD MUSICAL
WRITTEN BY GUY BOLTON AND P.G WODEHOUSE AND THE LYRICS BY COLE PORTER.
• IT IMPORTANT THAT WHILST WE ARE DESIGNING AND CREATING THE POSTERS AND FLYERS WE BEAR THE REASONS AS
TO WHY PEOPLE WOULD WANT TO COME AND SEE IT AND PRESENT THAT MOSTLY IN OUR ADVERTISEMENTS.
ANOTHER UNIQUE SELLING POINT IS THAT FACT THAT ITS MUSICAL IN THE FIRST PLACE. RINGWOOD MUSICALS HAVE
A REPUTATION FOR BEING GOOD WHICH IS IMPORTANT TO NOTIFY IN THE ADVERTISING PROCESS AS MORE PEOPLE
WILL COME TO SEE IT IF RINGWOOD ARE WELL KNOWN FOR PRODUCING AND PERFORMING GOOD SHOWS.

3. IDEAS FOR PRINT (PUBLICITY) SCHOOL BUDGET
• I HAD MANY IDEAS FOR ADVERTISING THE SHOW AND GAINING PUBLICITY. WE COULD ORGANISE
A DISTRIBUTION OF FLYERS NEARER THE TIME OF ANYTHING GOES WHERE THE CAST CAN GIVE
OUT FLYERS TO THE PUBLIC DRESSED AS THERE CHARACTERS. ANOTHER EASIER OPTION WOULD
BE TO PUT UP POSTERS AROUND SCHOOL AND PUBLIC AREAS OF THE SHOW. THE POSTERS WILL
INCLUDE THE LOGO THE DATES OF SHOW WEEK. IT IS IMPORTANT AS SAID BEFORE THAT WE SELL
ARE UNIQUE POINTS LIKE TAP DANCING AND SLAPSTICK COMEDY FOR EXAMPLE. WE COULD DO
THIS BY HAVING QUOTES ON THE POSTER SAYING FOR EXAMPLE. “WILL HAVE YOU TAPPING OUT
THE DOOR” TO EMPHASISE THAT THERE WILL BE TAP DANCING AND “WILL HAVE YOU IN STICHES”
TO LET THE READER KNOW THAT ANYTHING GOES IS A COMEDY. A CONCERN ABOUT ANYTHING
GOES AND POSTERS IS THE STORY AND SETTING BEING VERY CLOSE TO THE FILM TITANIC. THIS
COULD CAUSE PROBLEMS WITH PEOPLE GETTING THE WRONG IDEA ABOUT THE SHOW IS IT IS
IMPERATIVE THAT THE POSTER CLEARLY SHOWS A ROMANTIC COMEDY ASPECT WITH THE FACT
THAT IT’S A MUSICAL

4. BUDGET FOR A WEST END
PRODUCTION
• IF I HAD AN INFINITE BUDGET AND I HAD TO MARKET A WEST END PERFORMANCE I WOULD
USE BUS AND USUAL BILLBOARDS TO ADVERTISE THE SHOW AS IN A BUILT UP AREA SUCH
AS LONDON IT WOULD BE A GREAT AND EFFICIENT WAY FOR PEOPLE TO EASILY SEE THE
ADVERTISEMENT AS THEY WALKED DOWN THE STREET . I WOULD ALSO USE LOCAL RADIO
SUCH AS HEART AND RADIO 1 TO INTERVIEW CAST AND CREW ON THE SHOW AND TO
ADVERTISE TICKETS FOR THE SHOW. THIS WOULD BE THE MOST EFFICIENT WAY OF
GETTING THE SHOW OUT THERE TO THE AUDIENCE AND IT APPLIES TO A MASS AUDIENCE
RATHER THAN A NICHE.
• I WOULD ALSO HAVE TV ADVERTISEMENTS LIKE THE MAYFLOWER DOES FOR OUR LOCAL
AREA BUT TO THE HIGHLY POPULATED PEOPLE OF LONDON AS THAT IS CERTAIN TO GET
PEOPLE TO SEE IT .
• IF I HAD INFINITE CONTACTS I WOULD ALSO USE FAMOUS CELEBRITY ACTORS WHO ARE
RATHER IN THE SHOW OR WHO WE CAN INVOLVE IN SOME WAY TO INCREASE POPULARITY
OF THE SHOW BECAUSE OF A CERTAIN CELEBRITY GIVING IT ATTENTION.

5. • THE TARGET AUDIENCE WILL BE OLDER GENERATION PEOPLE AS WELL AS
FAMILIES BECAUSE THE MUSICAL INCLUDES SONGS FROM FRANK SINATRA
WHO WAS AN EXTREMELY FAMOUS SINGER BACK IN THE TIME IN WHICH
ANYTHING GOES IS SET WHICH IS THE 1930’S. OLDER PEOPLE WILL ENJOY
IT BECAUSE OF THE TIME PERIOD POSSIBLY THEY WERE BROUGHT UP BY
PARENTS THAT LIVED IN THIS TIME PERIOD SO IT WOULD BRING BACK
GOOD MEMORIES OF THERE CHILDHOOD. IT ALSO HAS TAP DANCING AS
DISCUSSED IN THE PREVIOUS SLIDE WHICH IS NOT ONLY A UNIQUE
SELLING POINT BUT TAP DANCING IS AN OLDER STYLE OF DANCE ONE
THAT OLDER PEOPLE WOULD RESPECT AND ENJOY TO WATCH. THERE
ALSO MAY BE AUDIENCE MEMBERS WHO WERE IN THE NAVY OR THEY
WERE SAILORS OR PASSENGERS THEMSELVES ON A BOAT LIKE THE USS
AMERICAN SO IT IS THE RELEVANCE. ANOTHER REASON AS TO WHY
ELDERLY PEOPLE WOULD BE A GOOD AUDIENCE IS THE SLAPSTICK
COMEDY. LIKE THE TAP DANCING SLAPSTICK COMEDY USED TO BE
ENJOYED BY THE MASSES. OLDER PEOPLE WILL REMEMBER ACTS LIKE
LAUREL AND HARDY AND THE MORE NEWER MONTY PYTHON. IN
CONTRAST FAMILIES WILL WANT TO COME AND WATCH THIS BECAUSE
OF SIBLINGS OR CHILDREN BEING IN THE SHOW. SO THEY MAY NOT BE A
CERTAIN GENRE OR STYLE THAT COMES INTO PLAY ITS JUST THE FACT
THAT THERE WILL BE FAMILY MEMBERS ON STAGE AND THE FAMILY HAVE
COME TO WATCH.

6. • THIS IS SARAH, SARAH IS A DRAMA TEACHER AT ANOTHER SCHOOL, SHE LOVES EVERY
ASPECT OF THEATRE AND PERFORMING ARTS. SHE LIKES TO GO AND SEE DIFFERENT SHOWS
WHEN SHE CAN. SHE HAS HEARD ABOUT RINGWOOD PRODUCTIONS AND THE FACT THAT
THEY ARE DOING ANYTHING GOES WHICH SHE HAS HEARD OF BEFORE. SHE HAS SEEN SOME
PREVIOUS PRODUCTIONS BY RINGWOOD SCHOOL AND AFTER HEARING ABOUT THE NEW
SHOW SHE IS VERY INTRIGUED AND INTERESTED IN COMING TO WATCH IT. SHE ALSO ENJOYS
TAP DANCING AS WELL AS SLAPSTICK.
This is Janet, she has heard that her grandchildren are in the show at Ringwood called
Anything Goes. She’s heard from her grandchildren also that there are a few Frank Sinatra
numbers in the show as well as tap dancing and a 1930’s atmosphere. Not only will Janet
want to buy tickets for this show because of her grandchildren being in the show but it
will also bring back memories of her childhood. Unlike Geoff Janet has heard of Anything
Goes from when it was being shown and its success.
This is Geoff, he doesn’t have a genuine love for
theatre and musicals however his daughter is very
creative and enjoys performing arts and has a role in
the new Ringwood production Anything Goes. Geoff
and the rest of his family will certainly be buying
tickets to see the show although none of them have
ever heard about anything goes and what happens in
the show as well as the musical numbers. However his
daughter is in it so he will definitely be seeing it along
with his family.

7. • IDEAS OF PRINT AS OF:
WE HAVE DECIDED, THE PRINT TEAM AS A COLLECTIVE THAT WE WILL DESIGN THE PROGRAMME AND
ADVERTISEMENTS FOR THE SHOW NOT AS IF YOU WERE COMING TO WATCH THE SHOW BUT YOU ARE
GETTING ON THE CRUISE SHIP THE USS AMERICAN. THIS WILL CHANGE A LOT OF INITIAL IDEAS WE
HAD THOUGHT OF HOWEVER THIS WAY IS A LOT MORE EFFECTIVE IN MY OPINION AS IT ALLOWS US TO
BE MORE CREATIVE WITH OUR DESIGNS AND ADVERTISEMENTS. THE NEW IDEA WILL ALLOW US TO
CREATE 1930'S STYLED ADVERTISEMENTS FOR THINGS GOING ON AT THAT TIME IN HISTORY FOR
EXAMPLE THERE COULD BE CAR ADVERTISEMENTS AND AN ADVERTISEMENT FOR RENO SWEENEY AND
HER MUSICAL NUMBERS ON THE CRUISE SHIP. WE COULD ALSO ADD, MEET THE ADMIRAL WHICH WILL
BE A FOREWORD/COMMENT FROM THE PRODUCER AND COMPOSER MR HAWKINS AND A COMMENT
FROM FIRST MATE WHICH COULD BE MISS HAWKINS. A THING I LIKE ABOUT THIS IDEA COMPARED TO
OTHER PROGRAMMES FROM PREVIOUS YEARS IS THAT IT IS UNIQUE. MOST OF OUR PREVIOUS
PROGRAMMES ARE SIMILAR IN MOST CASES (LAYOUT WISE) SO CHANGING IT UP WILL ALLOW US TO BE
MORE CREATIVE AND CREATE A STRONG SENSE OF PROFFESIONALISM RATHER THAN A SMALL SHOW.