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Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
Minna Varis, Partnership Marketing Manager, Tallink Silja
Thomas Forsström, Marketing Director, Svenska Teatern and
XperienceGroup Finland
MAMMA MIA! & Silja Line Co-operation 2014-2015
MAMMA MIA! has been seen by OVER 54 MILLION people
worldwide in over 39 productions in 14 different countries.
MAMMA MIA! has grossed OVER $2 BILLION at the Box Office.
MAMMA MIA! is currently in its 16th year since the first production
opened in London's West End on 6th April 1999, and is now playing
at the Novello Theatre.
MAMMA MIA! is the 8th longest running show in Broadway history
and is now playing at the Broadhurst Theatre.
The Swedish Theatre in Helsinki (Svenska Teatern) got as the first
theatre in Finland the lisence to set up the original version of
MAMMA MIA! The opening night in Helsinki was on September 27th
2014.
It was a result of six years negotiations with Littlestar Production
Company in London. Littlestar Services Ltd. was formed in 1996 by
Judy Craymer, Benny Andersson, Björn Ulvaeus and Richard East
to produce the stage musical MAMMA MIA!
The cooperation between Benny Andersson/Björn Ulvaeus (former
ABBA members) and Svenska Teatern began in 2010 through the
musical Kristina från Duvemåla. The musical was set up in
2012-2013 and performed 189 times for over 108 000 viewers.
MAMMA MIA! World Wide Original Productions in February 2015
London
New York
Berlin / Oberhausen
Helsinki
Vienna
North American Tour
International Tour
MAMMA MIA! in Helsinki
attract audience from
both Finland and
Sweden
Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
12 000 visitors carried by
Silja Line (February 2015)
MAMMA MIA! Sponsor Package in general
•  Unique signage that stands out from the typical
•  Focus on messaging rather than just logo
•  Strong social network marketing
•  Cross-promotions to provide exposure in non-traditional
marketing channels
•  Well-integrated into performances
MAMMA MIA! packages from Sweden
•  Cruises including tickets - MAMMA MIA! day show
•  Cruises including tickets to MAMMA MIA! night show and
accommodation in Helsinki
i.e. Solos Sokos Hotel Torni with MAMMA MIA! theme and
menu (Hotel Torni is official MAMMA MIA! Hotel)
Marketing in Sweden – Tallink Silja
•  Groups and private through Silja Line sales organization and
Silja Club One
•  Print and web marketing: biggest Newspapers and web
platforms in Sweden
•  Social Media: FB Competitions, Silja Lines’ webb etc.
Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja
Visibility in MAMMA MIA! Marketing
•  Trademark in all marketing: print (biggest newspapers), digital
platforms, outdoor, screens (The Wall), Helsinki Airport, ferry
terminals etc.
•  Ads in Theatre Magazine / Productions program booklet;
promote travel packages
•  Social Media: Newsletters, FB, webb; sponsors trademark,
advertisements, competitions and subpages on MAMMA MIA!
website.
•  Venue: sponsors visibility in public spaces and foajéers
Screen visibility / Ads
•  Outdoor advertising on Svenska Teatern’s big LED screens
Ø  Ultimate marketing tool in the middle of Helsinki;
Silja Lines’ marketing campaigns during two years
•  Digital screens inside the venue
•  Trailer inside the theatre before the shows (compare with movie
advertising)
Online Competitions
•  Sweden: Win MAMMA MIA! VIP-trip to Helsinki (Silja Line, Hotel
Torni, MAMMA MIA! Show)
•  Finland: Win MAMAM MIA! VIP-packages
Production material onboard
•  MAMMA MIA! trailers on digital screens and cabin-TV, flyers etc.
Hospitality, tickets and VIP
•  Grand Opening Gala
•  VIP evenings with Champagne buffet (luxury package and join the
cast after the show)
•  Agreed amount of free tickets to MAMMA MIA!
•  Ticket quota (before ticket launch and during the period)
Special offers for Loyalty Customers
•  Discounted tickets for Club One members (every show)
•  Program Book for free with Club One card
•  Champagne in the intermission with Club One Gold card
Free utilization of Svenska Teatern
•  Right to utilize the theatre for internal events; noticeable areas,
backstage space, meeting rooms
PR
•  Sponsors Keynotes on press conferences
•  Common PR cruise to Stockholm & event on ABBA The
Museum (with stars from MAMMA MIA!)
•  Business Club MAMMA MIA! for collaborators and
production team; Björn Ulvaeus & former ABBA
members
•  Artists from the show takes part in sponsors promotion
events.
Cooperation with third parties
•  ABBA The Museum in Stockholm; common visibility
and travel- & ticket packages from Sweden.
Thank You!

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Sponsoring as a source of content marketing - Mamma Mia and Tallink Silja

  • 2. Minna Varis, Partnership Marketing Manager, Tallink Silja Thomas Forsström, Marketing Director, Svenska Teatern and XperienceGroup Finland MAMMA MIA! & Silja Line Co-operation 2014-2015
  • 3. MAMMA MIA! has been seen by OVER 54 MILLION people worldwide in over 39 productions in 14 different countries. MAMMA MIA! has grossed OVER $2 BILLION at the Box Office. MAMMA MIA! is currently in its 16th year since the first production opened in London's West End on 6th April 1999, and is now playing at the Novello Theatre. MAMMA MIA! is the 8th longest running show in Broadway history and is now playing at the Broadhurst Theatre.
  • 4. The Swedish Theatre in Helsinki (Svenska Teatern) got as the first theatre in Finland the lisence to set up the original version of MAMMA MIA! The opening night in Helsinki was on September 27th 2014. It was a result of six years negotiations with Littlestar Production Company in London. Littlestar Services Ltd. was formed in 1996 by Judy Craymer, Benny Andersson, Björn Ulvaeus and Richard East to produce the stage musical MAMMA MIA! The cooperation between Benny Andersson/Björn Ulvaeus (former ABBA members) and Svenska Teatern began in 2010 through the musical Kristina från Duvemåla. The musical was set up in 2012-2013 and performed 189 times for over 108 000 viewers.
  • 5. MAMMA MIA! World Wide Original Productions in February 2015 London New York Berlin / Oberhausen Helsinki Vienna North American Tour International Tour
  • 6. MAMMA MIA! in Helsinki attract audience from both Finland and Sweden
  • 8. 12 000 visitors carried by Silja Line (February 2015)
  • 9. MAMMA MIA! Sponsor Package in general •  Unique signage that stands out from the typical •  Focus on messaging rather than just logo •  Strong social network marketing •  Cross-promotions to provide exposure in non-traditional marketing channels •  Well-integrated into performances
  • 10. MAMMA MIA! packages from Sweden •  Cruises including tickets - MAMMA MIA! day show •  Cruises including tickets to MAMMA MIA! night show and accommodation in Helsinki i.e. Solos Sokos Hotel Torni with MAMMA MIA! theme and menu (Hotel Torni is official MAMMA MIA! Hotel) Marketing in Sweden – Tallink Silja •  Groups and private through Silja Line sales organization and Silja Club One •  Print and web marketing: biggest Newspapers and web platforms in Sweden •  Social Media: FB Competitions, Silja Lines’ webb etc.
  • 16. Visibility in MAMMA MIA! Marketing •  Trademark in all marketing: print (biggest newspapers), digital platforms, outdoor, screens (The Wall), Helsinki Airport, ferry terminals etc. •  Ads in Theatre Magazine / Productions program booklet; promote travel packages •  Social Media: Newsletters, FB, webb; sponsors trademark, advertisements, competitions and subpages on MAMMA MIA! website. •  Venue: sponsors visibility in public spaces and foajéers
  • 17. Screen visibility / Ads •  Outdoor advertising on Svenska Teatern’s big LED screens Ø  Ultimate marketing tool in the middle of Helsinki; Silja Lines’ marketing campaigns during two years •  Digital screens inside the venue •  Trailer inside the theatre before the shows (compare with movie advertising)
  • 18. Online Competitions •  Sweden: Win MAMMA MIA! VIP-trip to Helsinki (Silja Line, Hotel Torni, MAMMA MIA! Show) •  Finland: Win MAMAM MIA! VIP-packages Production material onboard •  MAMMA MIA! trailers on digital screens and cabin-TV, flyers etc. Hospitality, tickets and VIP •  Grand Opening Gala •  VIP evenings with Champagne buffet (luxury package and join the cast after the show) •  Agreed amount of free tickets to MAMMA MIA! •  Ticket quota (before ticket launch and during the period)
  • 19. Special offers for Loyalty Customers •  Discounted tickets for Club One members (every show) •  Program Book for free with Club One card •  Champagne in the intermission with Club One Gold card Free utilization of Svenska Teatern •  Right to utilize the theatre for internal events; noticeable areas, backstage space, meeting rooms PR •  Sponsors Keynotes on press conferences •  Common PR cruise to Stockholm & event on ABBA The Museum (with stars from MAMMA MIA!)
  • 20. •  Business Club MAMMA MIA! for collaborators and production team; Björn Ulvaeus & former ABBA members •  Artists from the show takes part in sponsors promotion events. Cooperation with third parties •  ABBA The Museum in Stockholm; common visibility and travel- & ticket packages from Sweden.