Carnegie Mellon University and the Tony Awards




Carnegie Mellon University Named First, Exclusive Higher Education Partner of the Tony Awards

 

Overview

A cold call to The Broadway League to present a new partnership model led to a global PR power play for Carnegie Mellon University (CMU). With the centennial of its School of Drama, CMU had a world-stage opportunity to leverage this landmark anniversary.


Strategy 

Hornercom researched, defined and secured the opportunity for CMU to become the first, exclusive higher education partner of the internationally renowned Tony Awards®, and to present the first ever "Excellence in Theatre Education Award," reinforcing and promoting CMU's overall value proposition to a global and influential audience while celebrating the rare occasion of its drama centennial. Hornercom established CMU as an industry leader in theatre education and tied the brand to the prestige of Broadway by securing a multi-year partnership with the Tony Awards, including the sponsorship of the “Excellence in Theatre Education Award." 


Results

In its inaugural year, the program met or exceeded all expectations. Strategic media outreach garnered more than 1,000 print, broadcast and online stories, including USA Today, Huffington Post, Variety, Playbill and more. Fans around the world connected via social media, reaching more than 9.3 million Twitter followers. An added bonus: Hornercom earned a 2015 Silver Anvil from the Public Relations Society of America (PRSA)—the industry's highest honor. 

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