The televised presentation of the annual Tony Awards June 11 will feature the debut of a musical not found on a Broadway stage or theater anywhere in the U.S.
That’s because the production of “Philly: The Musical” is a TV commercial that’s part of the city of Philadelphia’s new marketing campaign.
The commercial, which will debut during the CBS network broadcast of the Tony Awards and then on the Web at www.gophila.com/phillythemusical, features a large scale, Broadway-style production that includes 15 professional dancers, 39 extras, the city’s mayor, as well as several stunt bears and a big guy in pajamas holding a teddy bear.
During the TV spot, the pajama guy dances around Philadelphia visiting 12 of the city’s top attractions.
After its Tony debut, the ad will run from through July 2 on TV in New York; Boston; Harrisburg, Pa.; and Philadelphia.
“Philly: The Musical” dovetails with Philadelphia’s larger $2 million “Philly’s More Fun When You Sleep Over” campaign that features a teddy bear and his dancing, pajama-clad human friend. Both have appeared in previous “Sleep Over” campaigns.
“We picked up on cues from the first Philly Overnight campaign,” said Meryl Levitz, president and CEO of the Greater Philadelphia Tourism Marketing Corporation. “People love the music and Pajama Man.”
The multifaceted, “Philly: The Musical” campaign also encompasses radio spots and billboards as well as play before films in New York and Boston in theaters. In addition, the campaign also includes a print component -- with Philadelphia ads running in such publications as the Philadelphia Business Journal and Latina magazine -- and Internet marketing on such sites as www.dailycandy.com, www.citysearch.com and www.nypost.com.
To contact reporter Michael Milligan, send e-mail to [email protected].