What...
To capitalize on the success of the Broadway production, Harrah’s Entertainment and the Paris Las Vegas Hotel & Casino brought Mel Brooks’ musical comedy The Producers to Paris Las Vegas. PPR was brought on board to ensure a successful launch.

Challenges...
Las Vegas resorts had had mixed success with staging Broadway shows. While some shows enjoyed runs lasting several years, others had folded within a few months. Many entertainment and business reporters were skeptical that a “book show” – one that is just as heavy on plot as music – could succeed with the Las Vegas audience. The headlining star, David Hasselhoff, was playing the role of a flamboyant cross-dressing director – a major departure from the characters that made him famous.

Strategies...
PPR played up the connection between the Las Vegas production and the prestige of the Broadway production, which had won more Tony Awards than any Broadway production in history. PPR staggered announcements of Broadway veterans starring in the show to give each actor opportunities for media outreach. We also made sure David Hasselhoff’s media opportunities highlighted his previous stage experience and his life-long passion for theatre. Additionally, PPR provided unique behind-the-scenes media opportunities at the “Meet & Greet” before the first cast rehearsal, the “Sitzprobe” where the cast worked with the orchestra for the first time, and a special press conference with Mel Brooks following the media night performance. For opening night PPR facilitated two red carpet media opportunities – one before the show featuring Mel Brooks and the celebrities who came to see the premiere, and one after the show featuring the performers as they headed into the lavish six-figure after party.

Results...
David Hasselhoff and the cast graced the covers more than a dozen local lifestyle and tourist magazines and newspaper arts sections, including the Las Vegas Review-Journal’s “Neon” section, Where, What’s On, Today in Las Vegas, and 24/7. PPR additionally secured national coverage with The Associated Press, People Magazine, Los Angeles Times, Extra, and more than 130 other media outlets. Every night of preview performances for The Producers sold out completely, with virtually no “comp” tickets and The VIP premiere played to a packed house.

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