ITV sales house Laser is branching out of traditional broadcast sponsorship to broke its first commercial deal with a national theatre tour – The Rocky Horror Show, starring Jason Donovan.
Laser’s Commercial Enterprises division, which is led by executive commercial director Gary Knight, is putting together a marketing package for the tour, including sponsorship deals. The possibility of TV coverage is also being discussed.
Caroline Hughes, commercial controller at Laser, says the sales house was appointed because of its sponsorship and marketing experience with broadcast properties, such as Coronation Street, which struck a landmark deal with Cadbury’s two years ago.
She says Laser is looking for an advertiser, such as an alcoholic drinks manufacturer, which could use The Rocky Horror Show as the basis for activity such as themed parties, promotions, competitions and even brand extensions. She says: “It’s not just about sticking a logo on a programme. The best value comes from seeing media opportunities as more broad-based marketing opportunities.”
Laser will work with The Musicals Alliance, which produces and organises tours for major musicals nationwide.
The Rocky Horror Show’s latest tour – in its 25th anniversary year – is scheduled to run for at least 14 months in 30 venues in the UK and Ireland. Donovan will star as Frank N Furter, a transvestite doctor, in the cult musical which was made into a successful film.