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Angela Mitchell

'Lombardi' Honors Vets — and Reaches New Demographics

By November 9, 2010

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The producers of Broadway's Lombardi are helping veterans and servicemen and women to enjoy a night out on Broadway this week. It was announced earlier today that they're going to be offering a special discounted ticket price of $40 for a Veteran's Day performance this Thursday, November 11, to all current and former members of the armed services.

All they need to do is present a military I.D., and vets will be able to purchase up to two tickets for the Thursday show at a reduced $40.00 rate. Attendees will be able to pose with the real Lombardi trophy on special exhibit in the lower lobby of the theatre this week, and will also be acknowledged by leading actor Dan Lauria, who is himself a former Marine.

The Veteran's Day special is not only a nice thing for the Lombardi producers to do, it's smart marketing, enabling the show's producers to go after a whole new demographic for the show. The show has also done a lot of energetic and smart promotion, with the principal performers attending several recent industry and sporting events, as well. The show's willingness to market to specific demographics is both creative and sharp, so I'm interested to see how things go for them in the weeks ahead.

Meanwhile: The Veteran's Day special performance discount of Lombardi will take place this Thursday, November 11 at 8 p.m., at Circle in the Square. Tickets are available at the veteran's discount of $40 per ticket online through BroadwayOffers.com, in conjunction with the code VINCE40, or via Telecharge at (212) 239-6200. Vets and service personnel can also purchase their tickets with a military I.D. at the Circle in the Square Theatre box office, which is located on West 50th Street between Broadway and 8th Avenue.

Lombardi is a new American play from Academy Award-winning playwright Eric Simonson, and is based on the best-selling Vince Lombardi biography When Pride Still Mattered, by Pulitzer Prize-winning author David Maraniss. It is directed by Tony Award nominee Thomas Kail.

What unique or effective marketing approach have you undertaken lately? Tell us about it in our Forums!

Image courtesy of Lombardi

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