And That’s Strategy Is Broadway Marketing

And That’s Strategy is a Broadway marketing and media production agency. We research audiences, run organic social and paid digital, build brand partnerships and influencer activations, produce events, and make the music videos and docu-series most agencies outsource, for musicals on Broadway and on tour.

About Us

The Agency Behind Broadway’s Next Obsessions

We expand what theatre marketing can be: where digital storytelling, traditional media, and live experiences work together to build cultural moments that sell out houses and shape fandoms. Our approach to Broadway marketing is audience development: research that shows where the next audience is, campaigns that reach them, and original media made to turn them into fans.

We’re not the social team at the end of the chain. We’re the partner who builds the story from the first brainstorm to the final standing ovation.

Part of And That’s Media Group, alongside our sister platform
And That’s Showbiz.

See our work

Broadway's marketing partner.

Theatre doesn’t thrive on templates, and neither do we. We architect campaigns that honor the artistry of each production, merging digital innovation, experiential marketing, and community-building strategies.From shaping the first spark of an idea to amplifying the final ovation, we help productions find their voice, grow their fanbase, and create momentum that lasts long after opening night.

Organic Growth

+75,000 followers for The Great Gatsby

Massive Reach

10M+ campaign video views across platforms

Award-Winning

6 Tony Awards for client Maybe Happy Ending. 3 Silver Telly Awards, 2026. 3 Platinum Muse Awards. Shorty Award Silver Honor. 2025 Clio Entertainment shortlist.

Top Performer

#1 Broadway musical social performer and highest follower count of any Broadway musical, 2023-2024 Season.

What we do

Let’s collaborate

We start with research

Audience Research

Casting power analysis and custom audience work. We measure the market, not only our own campaigns.

Social Listening

What audiences are actually saying about your show, and about the shows they compare it to.

Search and AI Visibility

How your show gets found in search, and what AI assistants say about it when a ticket buyer asks.

We run the always-on

Organic Social

Daily channel strategy, content and community across Instagram, TikTok, YouTube and Facebook.

Paid Digital

Media buying across social and web, measured against the box office rather than impressions.

Brand Partnerships

Landmarks, brands, hotels and anyone whose audience overlaps yours.

Influencer Activations

Creator casting, contracting, PR boxes and event attendance, with usage rights negotiated upfront.

We build what most agencies outsource

Bespoke Media

Music videos, lyric videos, docu-series and capture. Full production, not repurposed footage.

In-Theatre Activations

Large-scale content and events staged inside the house.

Event Production

Openings, launches, press moments and fan events, produced end to end.

Loyalty Programs

Bespoke apps and loyalty products built per show, so a production owns its superfans.

Case Studies

The Great Gatsby

And That’s Strategy has led organic social, influencer and brand partnerships, and original media for The Great Gatsby on Broadway since before opening. We grew the accounts from zero to more than 75,000 followers before opening night and made it the best-performing Broadway musical on social in the 2023-24 season. Partnerships include the Empire State Building lighting; influencer work reached Olympians and a Russo Brothers appearance. Music videos, a 2025 Clio Entertainment shortlist, and three Platinum Muse Awards.

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Maybe Happy Ending

And That’s Strategy is on the marketing team for Maybe Happy Ending, winner of six 2025 Tony Awards including Best Musical. We lead organic social and influencer activations, and produce original media for the show, including a music video turned around in four days. Three 2026 Silver Telly Awards.

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The Heart

For The Heart, And That’s Strategy runs social and partnered with And That’s Showbiz on “Keep Up,” a docu-series that brought fans inside a new musical’s development and built anticipation before New York.

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The Notebook

We lead social and influencer strategy for The Notebook’s North American tour: ongoing content, PR packages for 36 creators across 5+ cities, and influencer attendance that builds local buzz market by market.

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The Great Gatsby

And That’s Strategy has led organic social, influencer and brand partnerships, and original media for The Great Gatsby on Broadway since before opening. We grew the accounts from zero to more than 75,000 followers before opening night and made it the best-performing Broadway musical on social in the 2023-24 season. Partnerships include the Empire State Building lighting; influencer work reached Olympians and a Russo Brothers appearance. Music videos, a 2025 Clio Entertainment shortlist, and three Platinum Muse Awards.

Read More

Maybe Happy Ending

And That’s Strategy is on the marketing team for Maybe Happy Ending, winner of six 2025 Tony Awards including Best Musical. We lead organic social and influencer activations, and produce original media for the show, including a music video turned around in four days. Three 2026 Silver Telly Awards.

Read More

The Heart

For The Heart, And That’s Strategy runs social and partnered with And That’s Showbiz on “Keep Up,” a docu-series that brought fans inside a new musical’s development and built anticipation before New York.

Read More

The Notebook

We lead social and influencer strategy for The Notebook’s North American tour: ongoing content, PR packages for 36 creators across 5+ cities, and influencer attendance that builds local buzz market by market.

Read More

How we think

01

Curation

We identify the stories and moments that truly resonate with audiences, focusing on what sparks conversation and engagement.

02

Collaboration

We work seamlessly with agencies, producers, and artists to turn ideas into cohesive, high-impact campaigns.

03

Amplification

We elevate the content that already works, turning audience excitement into measurable buzz and ticket sales.

04

Speed

We move at the pace of conversation, executing campaigns quickly to stay relevant and impactful.

05

Scale

We deliver Broadway-quality creative across all platforms while maintaining speed, consistency, and reach.

Meet the team

Trusted by theatre’s boldest producers and creators.

“Their ability to develop, engage, and harness the power of fandom is second to none.”

Mark Shacket, Executive Producer, The Great Gatsby, in Forbes, February 2026

Recognition, linked to the awarding bodies. Silver Telly Award 2026, Vertical Video Series · Silver Telly Award 2026, Music, Dance & Performance · Silver Telly Award 2026, Arts & Entertainment · Shorty Awards Silver Honor, Music Video · Three Platinum Muse Awards, 2025

The Notebook, a Broadway client of And That's Strategy
Ride logo
Maybe Happy Ending logo
Kenrex logo
The Hip Hop Nutcracker, a client of And That's Strategy
The Heart the Musical, a client of And That's Strategy
The Great Gatsby logo
Chimney Town logo
Dirty Dancing title lockup
Hot Mess, a new musical, a client of And That's Strategy
GRIM, a new musical comedy, a client of And That's Strategy
Hi'iaka, a client of And That's Strategy
Regency Girls, a new musical comedy, a client of And That's Strategy
11 To Midnight, a client of And That's Strategy
Penelope, an epic new musical, a client of And That's Strategy
The Roommate, a Broadway client of And That's Strategy
Alice in Neverland, a new musical, a client of And That's Strategy
Netflix, a client of And That's Strategy
KPop Demon Hunters, a Netflix film, a client of And That's Strategy
The Lights of Broadway Show Cards, a client of And That's Strategy
International Thespian Festival, an Educational Theatre Association event, a client of And That's Strategy
Ingrid Michaelson, a client of And That's Strategy
Spells of the Sea, a client of And That's Strategy
The Notebook, a Broadway client of And That's Strategy
Ride logo
Maybe Happy Ending logo
Kenrex logo
The Hip Hop Nutcracker, a client of And That's Strategy
The Heart the Musical, a client of And That's Strategy
The Great Gatsby logo
Chimney Town logo
Dirty Dancing title lockup
Hot Mess, a new musical, a client of And That's Strategy
GRIM, a new musical comedy, a client of And That's Strategy
Hi'iaka, a client of And That's Strategy
Regency Girls, a new musical comedy, a client of And That's Strategy
11 To Midnight, a client of And That's Strategy
Penelope, an epic new musical, a client of And That's Strategy
The Roommate, a Broadway client of And That's Strategy
Alice in Neverland, a new musical, a client of And That's Strategy
Netflix, a client of And That's Strategy
KPop Demon Hunters, a Netflix film, a client of And That's Strategy
The Lights of Broadway Show Cards, a client of And That's Strategy
International Thespian Festival, an Educational Theatre Association event, a client of And That's Strategy
Ingrid Michaelson, a client of And That's Strategy
Spells of the Sea, a client of And That's Strategy
The Notebook, a Broadway client of And That's Strategy
Ride logo
Maybe Happy Ending logo
Kenrex logo
The Hip Hop Nutcracker, a client of And That's Strategy
The Heart the Musical, a client of And That's Strategy
The Great Gatsby logo
Chimney Town logo
Dirty Dancing title lockup
Hot Mess, a new musical, a client of And That's Strategy
GRIM, a new musical comedy, a client of And That's Strategy
Hi'iaka, a client of And That's Strategy
Regency Girls, a new musical comedy, a client of And That's Strategy
11 To Midnight, a client of And That's Strategy
Penelope, an epic new musical, a client of And That's Strategy
The Roommate, a Broadway client of And That's Strategy
Alice in Neverland, a new musical, a client of And That's Strategy
Netflix, a client of And That's Strategy
KPop Demon Hunters, a Netflix film, a client of And That's Strategy
The Lights of Broadway Show Cards, a client of And That's Strategy
International Thespian Festival, an Educational Theatre Association event, a client of And That's Strategy
Ingrid Michaelson, a client of And That's Strategy
Spells of the Sea, a client of And That's Strategy

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Contact Us

Let’s talk

We build Broadway’s next big stories. Let’s start yours. Whether you’re launching a new show, amplifying an existing production, or creating an unforgettable fan experience, we’re ready to collaborate.

    inquiries@andthatsstrategy.com
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