THE RADIO CITY

ROCKETTES

INTRODUCING AN ICON TO A NEW GENERATION

When working for Madison Square Garden, their treasured Rockettes were nearing a century in age—an enormous milestone that called for celebration but also called for new, innovative tactics to keep those high kicks flying. I was part of a brilliant creative team that aimed to push the brand into a new era with a fresh perspective that still honored a beloved legacy.

CHECKING THE DATA

While previous advertising efforts had focused on families and children who loved the show as a holiday tradition, our data suggested otherwise—our audiences were mostly older couples seeing the show for the first time. This meant a serious reimagining of the brand’s voice.

HUMANIZING

THE KICKLINE

Maneuvering around the brand’s gatekeepers, we were able to push this iconic dance company away from the stigma of all-white, “wind-up Barbies” and into a new, diverse, and fully-human group of inspirational athletes that were irresistibly fun.

In the video to the right, I wrote and creative directed a cross-promotional short for both the Christmas Spectacular and Josh Groban’s residency at Radio City Music Hall.

TARGETING

TRAVELERS

Focusing on the tourist demographic, I strategized to meet audiences right off the plane, welcoming them to see New York’s favorite holiday tradition inside an historical landmark—Radio City Music Hall.

And for New Yorkers flirting with the idea of spending their holidays elsewhere, I developed a retargeting strategy through a media buy on travel sites.

SHOWING THE SHOW

While previous TV spots had pushed enticing narratives featuring full casts of characters, my TV commercial scripts for the 2022 Christmas Spectacular focused entirely on showing the actual show (a la Broadway), with quick messaging that drove excitement and invited audiences with my new brand tagline to “Experience Spectacular.”