Taylor Herring Hired For Sister Act Launch.

The producers of Hairspray and High School Musical, Stage Entertainment, have hired Taylor Herring PR for a 6 month campaign to promote a brand new West End production of Sister Act.

The agency has been tasked with handling all digital activity, raising general awareness and driving ticket sales for the show. In addition to a broad social networking campaign the agency will target the Twitter community by equipping cast members with Twitter profiles and encouraging fan interaction and communication.

Key activity is to include tapping into existing musical fan communities and building an early buzz via a drip-feed of news, images, and video material to relevant online media.

In addition, the firm, which currently represents musical theatre figures including Andrew Lloyd Webber and Oliver! leading lady Jodie Prenger, will handle personal PR for Patina Miller, the actress who landed the lead role of Deloris Van Cartier, the iconic character originated by Whoopi Goldberg.

Patina will make a series of public appearances and participate in key print and broadcast interviews in the run up to making her West End debut this summer. Whoopi, meanwhile, who will be co-producing the show, flies into the UK in April for the first time in a decade.

Taylor Herring will also devise and execute a series of  media events that will spark Sister Act fever across the capital, as the 1992 movie starring Whoopi Goldberg transfers from the big screen to the stage, with a fresh musical score and an updated plot to re-capture the imaginations of a 21st Century audience.

Sister Act opens at the London Palladium from June 2009, with previews starting on 7th May. The stage version boasts a new score written by Alan Menken, whose credits include Little Shop of Horrors, The Little Mermaid and most recently the hit movie Enchanted.

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For Patina Miller requests contact [email protected]