The Challenge.

Luis Valdez’s internationally acclaimed El Teatro Campesino launched its first major theatrical production in over 20 years.  Valley of the Heart was an ambitious production that explored the emerging multiculturalism that was being born in the shadows of  War, Internment, adding to the  America’s Civic discourse.  The production was scheduled for a month run with over 50 shows slated.  Putting butts in seats for theater is not always an easy task.  The name recognition of Luis Valdez proved as always to be a major draw.

What we did.

Milagro team was proud to help in launching a strategic advertising strategy for  the first year of the Valley of the Heart production.  The approach included  using traditional and social media efforts that  resulted in a sold out run for El Teatro Campesino.  Milagro affectively took the shows brand, worked it into billboard, outdoor, and other grass roots efforts, including negotiating a two page spread in Content Magazine.  We managed social media content that helped in the initial exposure of the shows run.