In addition to creating the look and feel of the Broadway show’s branding, we promoted the debut of The Book of Mormon with weekly ads in the New York Times, a strong web presence, and lots of outdoor awareness around NYC. I also wrote a monthly spot in New York Magazine inspired by current events. (Some samples shown - circa 2011 - are for the NY legalization of gay marriage, Rupert Murdoch scandal, and national financial crisis.)
Book Of Mormon remained the hottest ticket on Broadway long after its debut. People were freaking out that the tickets would forever be sold out. More shows were added and this NY Times banner was subtle reassurance that the Mormons weren't going anywhere.