Despite the imminent loss of its two stars, Josie Lawrence and Keo
Woolford, all is not lost for musical King & I - its upcoming nationwide
tour has taken on PR help to recruit cast members and to get bums on
seats.
The (currently) all-female LDA Communications agency has won the brief
to promote the show as its 18-month run at the Palladium ends in
January.
LDA's four-strong account team, led by account director Sally Payne,
went to see the show last week - and snooped around backstage to say hi
tothe cast. Although they didn't get to meet the two stars, account
manager Jessica Savage remained upbeat, insisting 'exciting' new stars
will fill the lead roles for the nationwide tour.
LDA will work for Clear Channel Entertainment, which runs the show, on
'relaunching' the show to the public and media. Increasing awareness of
regional auditions for children is a major part of LDA's remit.
At least one member of the LDA account team will attend the opening
night in each location. First stop is Edinburgh in April, followed by
cities such as Manchester and Bristol.
Theatres in Woking and Stoke will also play host to the King & I
roadshow.
