Broadway Marketing Agency

Broadway marketing agency

A Broadway marketing and media production agency

And That’s Strategy builds audiences for musicals on Broadway and on tour. We research who the next audience is, run the campaigns that reach them, and produce the music videos, docu-series and live moments most agencies outsource. Clients include The Great Gatsby and Maybe Happy Ending on Broadway, The Heart Off-Broadway, and the Dirty Dancing and The Notebook national tours.

What a Broadway marketing agency does, and what we do differently

A Broadway campaign has several teams: lead producers and the general manager make the decisions, the agency of record usually holds the primary advertising relationship and media buying, the press agent handles editorial coverage, and company management runs the building. And That’s Strategy works alongside those teams. We own the parts of the campaign that live where audiences actually spend time: social, creators, partnerships, original media and fan events.

Our operating view: organic social is an awareness play that feeds the rest of the funnel, and paid digital is the conversion engine. Judging organic on same-week conversions is like judging a TV spot by calls to the box office during the commercial break.

Eleven services in three groups

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.

Results

The Great Gatsby: accounts grown from zero to more than 75,000 followers before opening night, the best-performing Broadway musical on social in the 2023-24 season, an Empire State Building lighting partnership, music videos, and a 2025 Clio Entertainment shortlist. Case study.
Maybe Happy Ending: on the marketing team for the winner of six 2025 Tony Awards including Best Musical; organic social, influencer activations and original media, including a music video turned around in four days. Three 2026 Silver Telly Awards. Case study.
The Heart: social plus the “Keep Up” docu-series with And That’s Showbiz, built before the show reached New York. Case study.
The Notebook tour: social and influencer strategy market by market, with PR packages for 36 creators across 5+ cities. Case study.

Coverage in The New York Times, Bloomberg and Forbes is on our press page.

Common questions

What does And That’s Strategy do?

And That’s Strategy is a Broadway marketing and media production agency. We provide audience research, organic social, paid digital, brand partnerships, influencer activations, event production, in-theatre activations, loyalty programs, and original media such as music videos and docu-series, for musicals on Broadway and on tour.

Is And That’s Strategy a social media agency?

Organic social is one of eleven services, and the one we are best known for. The agency also runs research, paid, partnerships, influencer, events and full media production, so a production can hire one team for everything that happens outside the advertising buy.

How does And That’s Strategy work with a show’s agency of record?

We work alongside the agency of record and the press agent. They typically hold the primary advertising relationship and media buying; we own social, creators, partnerships, original media and fan events, and we coordinate so the campaign reads as one voice.

How are engagements structured?

Most Broadway engagements are a weekly retainer for the always-on work plus a monthly expense allowance and quarterly budgets for shoots, creators and activations. Research, media production and events can also be scoped à la carte. Email inquiries@andthatsstrategy.com for a proposal.

Which shows has And That’s Strategy worked on?

The Great Gatsby and Maybe Happy Ending on Broadway; The Heart Off-Broadway; the Dirty Dancing, The Notebook and The Hip Hop Nutcracker national tours; and Ride, Machinal, Kenrex and Chimney Town, among others.

Tell us about your show

Send the show, the timeline and what success looks like. We reply on the next business day with how we would approach it.

Start a conversation