MARKETING & COMMUNICATIONS GUIDE

©Disney

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TABLE OF CONTENTS

Let’s Get Started..........................................................................................................................................................................2

What is NEWSIES?........................................................................................................................................................2

What We’ve Learned......................................................................................................................................................2

Marketing Resources Site..............................................................................................................................................3

Marketing & Media Recommendations.................................................................................................................................4

Media Buying Guidelines..............................................................................................................................................4

Marketing Copy..............................................................................................................................................................5

Quotes..............................................................................................................................................................................6

Photos...........................................................................................................................................................................................7

Logos & Style Guide...................................................................................................................................................................8

Collateral....................................................................................................................................................................................10

Ad Materials...............................................................................................................................................................................11

Playbill/Program.......................................................................................................................................................................15

Press.............................................................................................................................................................................................16

Social Media...............................................................................................................................................................................20

Promotions & Partnerships.....................................................................................................................................................22

Merchandise...............................................................................................................................................................................25

Educational Opportunities......................................................................................................................................................26

Sales & Ticketing.......................................................................................................................................................................27

Groups.........................................................................................................................................................................................29

Contact Information.................................................................................................................................................................30

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LET’S GET STARTED

WHAT IS NEWSIES?• A high-energy, can’t miss musical with THE BEST dancing and music in a Broadway show.• A legitimate, critically acclaimed, adult-oriented musical worth the price of a Broadway ticket.• Powerful, athletic, and contemporary.• An inspiring story based on true events.

History & BackgroundDuring the summer of 1899, the newsboys of New York City refused to sell Joseph Pulitzer’s New York World and William Randolph Hearst’s New York Journal to protest the higher prices they were charged for newspapers. Their strike, which lasted nearly two weeks before it was resolved through a historic compromise, was an early example of the child labor reforms to come in the 20th Century.

In 1992, Disney produced a live-action musical film, Newsies, based on this historical event. Over time the film inspired a generation of musical-theater performers and fueled a nationwide fervent -- almost cultlike-- fan base, even though it was not deemed a commercial box office hit. As a result of high demand from fans, the DVD was released in 2002.

Due to overwhelming requests to license a live stage version, Disney Theatrical Productions put the title into develop-ment. Positive critical and “Fansie” response to a test production opened unexpected doors and NEWSIES began pre-views of a limited Broadway run on March 12, 2012. Again, positive critical and audience response led to an open-ended run and the 2012 Tony Awards® for Best Score and Best Choreography. NEWSIES celebrated its second Broadway anni-versary on March 29, 2014, welcomed its one-millionth guest in April 2014, and closed after its 1,005th performance on August 24, 2014.

WHAT WE’VE LEARNED While working on the Broadway production over the past several years, we have been able to successfully identify a variety of marketing strategies and tactics that resonate with the right audience.

It’s a timeless story.This David and Goliath story about fighting for what’s right and staying true to whom you are relates to a contemporary audience. The story comes to life through memorable songs and athletic, innovative choreography, making it a fun and exciting night at the theatre.

It’s a sophisticated show.Leverage the Broadway pedigree, including the Tony® Award-winning Choreography and Score and the roster of positive reviews and accolades. Remind the consumer that NEWSIES is a legitimate, critically acclaimed musical. If the idea of a “paperboy” brings to mind the image of a kid on a bike, then its easy to understand why consumers may believe that a show about “newsies” could be child-focused and unsophisticated.

It’s a lesser known title.This provides the opportunity to educate and combat potential misconceptions about the show through marketing. NEWSIES does not necessarily have the brand recognition that the other Disney Theatrical shows have had.

It has a strong fan base.The fanbase--fondly referred to as Fansies--helped make the Broadway show the success it was. Finding ways to engage with them is a great way to spread word of mouth.

Bold color goes a long way. Color helps combat misconceptions that the show might be “old-fashioned” to the the subject matter and the era in which it is set. The use of strong, primary colors conveys its energy and excitement.

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LET’S GET STARTED

There are several things you can do right now to familiarize yourself with NEWSIES:

Watch• Watch NEWSIES b-roll, sizzle reel, stock interviews of creative team, and YouTube playlist on the VIDEO tab of the

Marketing Resources Site.Read

• Read Newsies: Stories of an Unlikely Broadway Hit. If you need a copy of the book, please contact Sarah Funk.• Visit the show’s social media sites, especially Tumblr (disneyonbroadway.tumblr.com/tagged/newsies), for fun,

clever, and inspiring ideas. Follow #NewsiesOnTour to see what the cast and fans are doing.See

• See the show! We can help arrange tickets in an upcoming tour city to be applied to the local ad settlement. • Invite your major theater writer/critic, on-air personalities, and other important local media personalities to see

the show; expenses related to this will need to be included in the local ad settlement. Visit newsiesthemusical.com/ticket for tour dates and cities where they can preview the show. Please send house seat requests to Sarah Funk with the following information: • # of tickets• City where they’d like to attend• Preferred date and show time• Name under which tickets should be held at Box Office• Credit card #, expiration date, and security ID number • Billing address for card, including ZIP code• Name on card• Contact phone number

• Rent the movie.

MARKETING RESOURCES SITEWithin the Marketing Resources Site, you can find many useful tools for marketing the show. Because NEWSIES is animportant franchise for The Walt Disney Company, we require strict adherence to our brand guidelines. Therefore, it is imperative that we proof ALL materials representing the show, including your subscription and group sales initiatives. Please allow at least 48 hours to review any materials. Also, while we have included many assets on the website, please let us know if there is anything specific we can provide to ensure a successful engagement.

Log-In InformationMarketingResources.NewsiesTheMusical.com. Username: marketing Password: marketing123

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MARKETING & MEDIA RECOMMENDATIONS

MEDIA BUYING GUIDELINESWe recommend going on sale with a single ticket campaign no more than 6-8 weeks out from the start of the engage-ment. If you prefer to initially go on sale with single tickets via a soft sale with other shows on your season, that is fine. Further media spend should then begin again around 10 days out from the start of your engagement, and we suggest spending your marketing budget as follows:

• On-Sale: 30%• Countdown: 50%• In-Market: 20%

Consider the following media mix:• TV: 25-35%• Radio: 15-25%• Print: 10-20%• Online: 15-20%• Outdoor: 10-30%• Production/Misc: <10%

Media should mainly be targeted to:• Women, ages 25-54• HHI $75k+• Where possible, Disney avids

TelevisionFrequency When placing media, it is important that we have a high-frequency campaign each week. In order for the average con-sumer to take action, they must hear or see our message at least 3x. Frequency campaigns consist of multiple spots on multiple programs per week, while maintaining a reasonable cost per point average (under $100 CPP, if possible). The goal is not to reach a broad audience once each; rather, the goal is to reach a targeted audience multiple times.

Start with two networks and if you can afford to buy three, then buy three. Be sure that each week you have plenty of frequency to reach each consumer at least 3x (at least two spots weekly in each program). Stay away from weekends so your frequency is concentrated in smaller weekly windows.

Spot Lengths The :30 spot will help provide more details about the show. We recommend leading with the :30 during the on-sale peri-od and mix in the :15 to manage costs and get to optimal frequency. While the :15 would achieve a higher frequency, it is important to lead with the :30 in order to give viewers more context. In the weeks leading up to the show, flip the strategy and rely more heavily on the :15 and mix in the :30.

Diversify your programming This will allow you to catch a consumer multiple times from one network to another. Stick with morning/afternoon pro-grams, such as: Morning News products, Ellen, The Talk, The Chew, The Meredith Viera Show, Live with Kelly & Michael, Noon News, and other non-primetime programs that rank well and offer good cost per points.

Cable Utilize cable as a frequency-based media. Buy broad rotations as effecient as possible (12pm-12am, 4pm-12am, etc.) We recommend buying a lot of spots on at least four or five networks in order to achieve a good frequency rather than just focusing on one network.

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MARKETING & MEDIA RECOMMENDATIONS

RadioPurchase morning drive time, at-work, and afternoon drive time dayparts. Look to buy at least three spots per day on each station so you have at least one spot per daypart. This is the minimum frequency recommendation. Increase frequency as budget allows.

Buy the strongest format for the NEWSIES demo. Don’t reach out to fringe formats; focus on the strongest stations during the highest cume (largest audience) times.

PrintColor works best. Strip ads provide more value and impact, plus the show’s artwork fits well within the space.

OnlineFacebook and retargeting buys have seen the best ROI.

OutdoorBillboards are beneficial and impactful, if budget allows. Pole banners are also a good option.

MARKETING COPYBelow is show copy that may be used for subscription brochures, group pieces, promotions, presenter and ticketing web-sites, etc.

Long VersionThey delivered the papers, until they made the headlines... Direct from Broadway comes NEWSIES, the smash-hit, crowd-pleasing new musical from Disney. Winner of the 2012 Tony Awards® for Best Score and Best Choreography, NEWSIES has audiences and critics alike calling it “A MUSICAL WORTH SINGING ABOUT!” (The New York Times). Filled with one heart-pounding number after another, it’s a high-energy explosion of song and dance you just don’t want to miss.

Based on true events, NEWSIES tells the captivating story of a band of underdogs who become unlikely heroes when they stand up to the most powerful men in New York. It’s a rousing tale about fighting for what’s right... and staying true to who you are.

NEWSIES was brought to the stage by an award-winning creative team. It features a score by Alan Menken (Beauty and the Beast) and Jack Feldman (The Lion King II: Simba’s Pride) and a book by Harvey Fierstein (La Cage Aux Folles), with choreography by Christopher Gattelli (South Pacific) and direction by Jeff Calhoun (Big River).

[Opt 1] Seize the day and subscribe/order your group tickets now! [Opt 2] Now is the time to seize the day with NEWSIES, playing [dates] at the [venue name] in [city name].

Short Version They delivered the papers, until they made the headlines... Direct from Broadway comes NEWSIES, the smash-hit, crowd-pleasing new musical from Disney. Winner of the 2012 Tony Awards® for Best Score and Best Choreography, NEWS-IES has audiences and critics alike calling it “A MUSICAL WORTH SINGING ABOUT!” (The New York Times). Filled with one heart-pounding number after another, it’s a high energy explosion of song and dance you just don’t want to miss.

[Opt 1] Seize the day and subscribe/order your group tickets now! [Opt 2] Now is the time to seize the day with NEWSIES, playing [dates] at the [venue name] in [city name].

How to Refer to Disney’s NEWSIES in CopyRefer to the possessive as Disney’s NEWSIES when it is the first time mentioned in a creative piece. Once the reference to “Disney’s” has been made the first time, it can be dropped from the name in that piece and simply referred to as NEWSIES.

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QUOTES We use critical acclaim that supports confidence, success, excellence, and light-hearted fun. We avoid kid-heavy and overly emotional quotes.

Primary Quotes “An exhilarating jolt of energy!” - Daily News

“Stop the presses! NEWSIES is an irresistible, high energy winner!” - Entertainment Weekly

“A stirring crowd pleaser! Terrific songs - buoyant melodies by Alan Menken and rousing lyrics by Jack Feldman - and a sweet, funny, emotionally satisfying book by Harvey Fierstein. A musical worth singing about! Even for the cynics among us, NEWSIES has a stirring, old-school sincerity that’s hard to resist.” - The New York Times

“NEWSIES has enormous magnetism! NEWSIES is finally where it belongs - on Broadway! I was singing along before the houselights went down!” - New York Magazine

“Exhilarating! The music is awesome. The staging is great. The choreography is inspired! NEWSIES is a MUST see!” - Perez Hilton

“An invigorating extravaganza! A barnstorming, four-alarm delight.” - TimeOut New York

“Exuberant! It’s a vigorous David-and-Goliath tale rendered with old-school skill.” - Variety

“An extra, extra special production!” - Entertainment Weekly

MARKETING & MEDIA RECOMMENDATIONS

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Newsies strike. ©Disney. Photo by Deen van Meer.

Stephanie Styles (Katherine) and Dan DeLuca (Jack Kelly). Original North American Tour company of NEWSIES. ©Disney. Photo by Deen van Meer.

PHOTOS

Original company, North American Tour of NEWSIES. ©Disney. Photo by Deen van Meer.

Newsies Seize the Day. ©Disney. Photo by Deen van Meer.

Newsies jump. ©Disney. Photo by Deen van Meer.

The Marketing Resource Site includes a selection of approved photos for your use.

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LOGOS

TONY AWARD®2012

BEST SCOREBEST CHOREOGRAPHY WINNER!

© D

isne

y

THEY DELIVERED THE PAPERS, UNTIL THEY MADE THE HEADLINES...

Vertical Art

2012 TONY AWARD®

BEST SCORE | BEST CHOREOGRAPHYWINNER!

© D

isne

y

THEY DELIVERED THE PAPERS, UNTIL THEY MADE THE HEADLINES...

Horizontal Art

TONY AWARD®2012

BEST SCOREBEST CHOREOGRAPHY WINNER!

© D

isne

yTHEY DELIVERED THE PAPERS,

UNTIL THEY MADE THE HEADLINES...

Square Art

All materials which use NEWSIES art, title treatment and/or photos must include the copyright symbol: ©Disney. On any piece, this only needs to appear once.

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STYLE GUIDE

TOP RED BAR•TextinbarshouldalwaysbeTrade Gothic LT Std Bold Con-densed No. 20.•TextshouldalwaysbeinUPPER-CASE.•Textinbarshouldalwaysbecen-tered horizontally and vertically.•Redspaceaboveandbelowtextshould be equal in the viewable

DANCER•Dancercanoverlaplogo.•Inmostlayoutsdancershouldbeabove logo, but for horizontal layouts, dancer can sit to the right of the logo.•Showatleastthethirdknucklefrom the dancer’s left hand when cropping body.

TONY AWARD® MESSAGING•TextshouldalwaysbeMyriadProBlack SemiCondensed.•TextshouldalwaysbeinUPPER-CASE.•Textshouldalwaysbeona9de-gree angle and skewed 9 degrees.•“WINNER”Shouldbethelargesttext in the messaging.•“BESTSCORE”and“BESTCHO-REOGRAPHY” should be equal in size.

TITLE/STRAPLINE LOGO LOCKUP•Thelockupshouldbeona9de-gree angle.•Entirelockupshouldbevisible(nocropping).•Lockupshouldhaveadropshad-ow applied to it.

LIGHTS•Thelightbulbsshouldneverbein the visible area.•Thereshouldbethreelightraysin every layout.•Lightsshouldaccentthedanc-er, Tony information and the logo

STAGE•Stagefloorshouldalwaysbe below dancer’s left foot (viewer’s right).

DISNEY COPYRIGHT•Disneycopyrightshouldsitverti-cally and aligned left of the layout.•Disneycopyrightshouldbeabout 5.5pts, okay to go smaller but should not be smaller than 4.5pts in print. (For outdoor lay-outs keep a proportionate lockup to example.)

THEATER INFO (ADDED BY USER)•Textshouldberightalignedbelowthe logo.•ForaddedtextuseTradeGothicLTStd, Bold Con.•Ifanaccentisneededsomewherein the body of text use Officina Display ITC Std, Black.

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COLLATERAL

Front Back

Flyer/Herald

Ticket Envelope Stuffer

Front

Back

Window Card

3-Sheet

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AD MATERIALS

MAGAZINE ADS

Vertical Banner Ad

2 x 7

4x4

Horizontal Strip Ad

3 x 10

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AD MATERIALS

NEWSPAPER ADS

Vertical Banner Ad

2 x 7

3 x 10

4x4 Horizontal Strip Ad

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AD MATERIALS

OUTDOOR

Billboard Option 1

Billboard Option 2

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AD MATERIALS

ONLINE

160 x 600

300 x 250

728 x 90

300 x 600

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PLAYBILL/PROGRAM

Please contact Brendan Pagdett to receive the Playbill/Program Book copy for your engagment.

Cover Art

Brendan PadgettPublicity Associate212-827-5403Brendan.Padgett@disney.com

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PRESS

Your main contact for all PRESS issues concerning the NEWSIES North American tour is Gregory Hanoian. Brendan Padgett is also a resource; contact info is below.

Gregory Hanoian, National Press Representativegregory.hanoian@disney.com•212.827.5413

Brendan Padgett, Publicity Associate Brendan.E.Padgett@disney.com•212.827.5403

PRESS RELEASESWe will typically drop four press releases as outlined below. Templates are available on the NEWSIES marketing resources site. Of course, these releases would be in addition to whatever unique opportunities come along for which you would want to drop a release and/or media alert.

• Announcementpressrelease• On-Salepressrelease• Castingpressrelease• OpeningNightpressrelease

Please send proofs of all releases and media alerts to the National Press Representative and your Regional Engagement Director to review/approve.

PRESS INVITATIONSA JPEG press invitation template is available on the marketing resources site. Once localized, please send it to the National Press Representative to review/approve. Please send the National Press Representative and your Regional Engagement Director your press invitation list for opening night as soon as you have it for review/approval; this list should include name and media affiliation.

REVIEWSWe need to know in advance who is reviewing from your major newspaper. Please also let us know when the review is ex-pected to run both in print as well as online. Once the engagement is announced, please confirm that the major critic has our opening night date and will be available that evening. If possible, please let the National Press Representative know if the reviewer has seen NEWSIES before and if so, what was his/her opinion.

LOAD-IN PHOTO OPPORTUNITYIf you would like to invite media to capture elements of the load-in, please alert the National Press Representative to dis-cuss. Typically the most interesting visuals will occur on Tuesdays between 8am – 11am, when the production’s three-level set towers are built. Please note that the production will not have a spokesperson available for interviews and load-in times are subject to change.

PITCHES NEWSIES Original Creative Team The following original creative team members may be pitched, selectively, for telephone interviews for advance features with top-level media only. Due to their demanding schedules, they may not be able to accommodate each request. Please consult with the National Press Representative prior to pitching.

• JeffCalhoun–Director• ChristopherGattelli–Choreographer• AlanMenken–Composer• JackFeldman–Lyricist• HarveyFierstein–Book• TobinOst–ScenicDesign• JessGoldstein–CostumeDesigner• JeffCroiter–LightingDesigner• SvenOrtel–ProductionDesigner

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PRESS

NEWSIES Tour Traveling CrewThe following company members can be pitched for interviews, both via the telephone for advance features and in-person for in-town publicity.

• ProductionStageManager• Conductor• DanceCaptains

NEWSIES Cast• Allactorscanbepitchedforinterviews,bothviathetelephoneforadvancefeaturesandin-personforin-town publicity. • Iwillkeepyouapprisedofanycast(orcrew)memberswithlocalconnections.• Childactors–Twoboysalternatetheroleof“Les.”InanefforttodispelthemisconceptionthatNEWSIESisonlyfor

children, we will limit the amount of media exposure we give to the kids. Therefore please refrain from pitching the kids to any mainstream media. However, we can offer the kids to targeted children’s or family publications. These types of outlets can follow the kids on field trips (i.e. to the zoo or aquarium) or can come to the theatre and conduct interviews with them in their classroom. The kids can discuss how they balance performing, rehearsing, school and travelling. We would prefer not to do any live interviews with the kids - - only phoners or taped interviews. Please note that both kids must be pitched for any publicity opportunities we coordinate.

SUGGESTED STORY IDEAS • “Get Up and Go” Program. NEWSIES launched a wellness campaign called “Get Up and Go” which promotes fun

ways that kids can lead healthier lifestyles through dance, inspired by the show’s Tony Award®-winning choreography and music. This program supports NEWSIES’ theme that by working together, change is possible. In that spirit, and through this program, cast members of NEWSIES share their gift of dance by visiting schools (and other community organizations) to encourage kids to embrace physical fitness, good nutrition, while teaching them choreography from the show. A free instructional video is available at www.newsiesthemusical.com. The video features NEWSIES’ Tony Award®-winning choreographer, Christopher Gattelli, leading viewers through a step-by-step tutorial in learning the choreography from the thrilling production number, “Seize the Day,” that kids can do together with family and friends. The video also features a welcome message from First Lady Michelle Obama in support of her “Let’s Move” campaign. Best to not share the video with participating students in advance of the workshop (as we’d like to teach them from scratch), but okay to share with teachers and other school administrators to educate them about the initiative. This opportunity can only be offered one time in each market and is subject to cast availability. Cast members will lead the program either at the organization’s space or the theatre (if there is a rehearsal space available). A maximum of 40 students can participate. We recommend 3rd grade and up (4th – 8th grade is preferable). Other students will not be allowed to watch the workshop, as it is distracting to the actors and participating students. This opportunity should also be pitched as an exclusive press story to a leading broadcast affiliate. Ideally, a corre-spondent from the affiliate could participate in the program, along with the children. This talking point must always be given to reporters to read on-air: “Get Up and Go is in support of Disney Magic of Healthy Living. Disney Magic of Healthy Living partners with parents and inspires kids and families to lead healthier lifestyles.” For reference, here is a link to a segment on the “Get Up and Go” program’s inaugural session which aired on ABC World News with Diane Sawyer. http://abcnews.go.com/WNT/video/newsies-stars-signature-dance-moves-wellness-campaign-21343671. And here is a link to a segment that aired in Louisville on WHAS-TV (ABC): http://www.whas11.com/media/cinematic/video/19361029/newsies-visits-carrithers-middle-school/

• Dance Segment. Cast members can teach a reporter (male or female) the signature “paper dance” choreography from “Seize the Day.” Our pianist will need to participate and must be paid a set fee. The actors will not need to be paid. For reference, here is a link to view a segment which aired in Cleveland on WJW-TV (FOX): https://www.youtube.com/watch?v=gYYgzs_2xMc. Here is a link to a similar segment which ran on Buzzfeed for reference: http://www.buzzfeed.com/ariellecalderon/heres-what-happens-when-you-try-to-dance-with-newsies

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PRESS

• Vocal Rehearsal. Our pianist could give a vocal rehearsal to a reporter (male or female), along with a few Newsies. They would learn to sing “King of New York,” with piano accompaniment. Our pianist must be paid a set fee. The actors will not need to be paid.

• Newsie Transformation. A reporter (male or female) could be transformed into a Newsie. The reporter can then in-terview cast members and tape a dance and vocal rehearsal (as described above). This transformation would be an exclusive opportunity, offered only one time per market. For reference, here is a link to view a segment which aired in Baltimore on WJZ-TV (CBS): http://baltimore.cbslocal.com/2014/12/03/broadway-hit-musical-newsies-at-the-hip-podrome/

• Behind-the-Scenes Look. Television and print outlets could capture backstage packages, focusing on the set, props, costumes, actors, etc.

• “Fansies.” NEWSIES has a large group of dedicated fans, called “Fansies”, whose enthusiasm helped push the show to Broadway, and now to the road. You could find local “Fansies” (via social media solicitation) to serve as ambassadors of the show in the media. Another photo opportunity could be the large post-show stage door fan frenzy which occurs after most performances.

ADDITIONAL STORY IDEAS• “Tour of the Town” Story. A reporter could spend a couple of hours with cast members, showing them the high-

lights and tourist attractions of your city (e.g. museum, park, zoo, restaurant, etc).

• Health & Fitness Story. A cast member can discuss how he/she stays in shape while touring and maintains the energy and stamina to perform eight shows a week. For television, the cast member could possibly work out with a reporter in a local gym.

NICHE PUBLICATIONS • Weadvocatedoinginterviewswithnichepublications,allowingustoreachasmanypeopleaspossible.Ofcourse,

casting changes, but we are able to accommodate interviews with such publications as those serving the Afri-can-American and Jewish communities. Regarding gay publications, we will ONLY do interviews with them if they agree to only inquire about the company member’s involvement with NEWSIES. They will not be able to ask any personal or lifestyle questions pertaining to his/her sexual orientation. And if they will only speak to an openly gay company member, then we will have to pass.

IN-TOWN PRESS SCHEDULE• Castwillnormallybeavailableforin-studiotelevisionandradiointerviewsonTuesdays,Wednesdays,Thursdaysand

Fridays. Cast will not be available for interviews on Mondays or two-show days. • Weprefernottoscheduleinterviewspriorto7amwheneverpossible.Also,rehearsalswillgenerallyoccurat1pm,

so afternoon requests will have to be cleared with Stage Management. • Thistourwillnothaveregularweeklyworkcalls,so(dependingonyourlocalUnionrules)youmayincurthecostsof

a four-hour work call for any press activity scheduled at the theatre

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PRESS

PERFORMANCES (BROADCAST AND NON-BROADCAST)Broadcast: • Formorningtelevision,wecanonlyofferaperformanceof“SomethingtoBelieveIn”(duetsungby“JackKelly”and

“Katherine”), but only after 10am (we will never perform before 10am). For reference, here is a link to a segment which aired in Louisville on WHAS-TV (ABC):

http://www.whas11.com/story/entertainment/television/great-day-live/2014/11/19/newsies-at-the-kentucky-cen-ter/19270609/

• Forafternoontelevisionwecanoffer“SomethingtoBelieveIn”or“SantaFe”(sungby“JackKelly”).• Asourtracksarenotapprovedforbroadcast,allon-airperformancesmustbedonetopiano(orkeyboard)accom-

paniment. We will provide a pianist and he/she must be paid a set fee. Please advise on whether the space has a piano or keyboard or if one must be provided.

• IftheshowisaSAG-AFTRAsignatory,theactorsmustbepaidtheSAG-AFTRArate.IftheshowisnotaSAG-AFTRAsignatory, the actors must be paid $200.

Non-Broadcast: • Wecanofferperformancesof“SomethingtoBelieveIn”(duetsungby“JackKelly”and“KatherinePlumber”),“Santa

Fe” (sung by “Jack Kelly”), “Watch What Happens” (sung by “Katherine”) or “That’s Rich” (sung by “Medda Larkin”). • Tracksareavailablefornon-broadcastevents.• Actorsdonotneedtobepaidfornon-broadcastperformances.• Castwillneverperformorappearanywhereincostume.

B-ROLL• B-rollisapprovedforbroadcastandonline.

PUBLICITY APPEARANCES & PROMOTIONAL PERFORMANCES • ActorsareavailableforNationalAnthemperformances,hospitalandschoolvisits,autographsignings,etc.An Appearance Request Form is available on the marketing site.

INTERVIEW REQUEST FORM• AnInterviewRequestFormisavailableinthemarketingsite.Pleasesubmitaformforeachuniqueinterviewor

publicity opportunity.

PRESS MATERIALSThe following assets are available in the “Press” section on the NEWSIES Marketing Center:

• Photos• B-Roll• FunFacts

PRESS PLAN• PleasesendapressplantotheNationalPressRepresentativeapproximatelytwomonthspriortoopening.Theplan

should include which outlets you plan to pitch for both advance and in-town opportunities and a list of the expected reviewers. It doesn’t need to reflect only confirmed items, but just rather the outlets you plan to target.

We can then use this document as a reference as we begin building the press schedule.

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SOCIAL MEDIA

NEWSIES benefits from the power of social media. By balancing consumer interest with business objectives, we have created content to connect and engage with fans like never before. We encourage you to join NEWSIES on social media to amplify the message and give fans the tools to share the message.

Top 10 Guidelines and Best Practices1. Visit the “Social Media” tab on the Marketing Resources Site to find suggested content or look back at previously

posted NEWSIES content to share on your page. 2. Share your official handles and social URLs with us to be included in NEWSIES geo-targeted messaging.3. Keep content rated PG and always PC. When messaging about NEWSIES, you are representing Disney Theatrical

Group, and by default The Walt Disney Company.4. Use #NewsiesOnTour in social messaging to align with our efforts.5. Timing is everything. Be sure to hold the majority of content for when users have the option to purchase tickets. 6. Search and respond to mentions on Twitter an hour before curtain and the hour after to encourage positive

engagement. 7. Beware: Posting too much on Facebook (multiple times a day) can increase page “un-likes.” 8. Remember to schedule weekend and evening posts to take advantage of high engagement rates even when

you are out of the office. 9. Add value and ensure authenticity in all posts. 10. Share your ideas and help us create the best content possible.

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SOCIAL MEDIA

Sample MessagingThe following are recommended messages for your market:

• Priority Offer message • “Now On Sale” message• “Begins in 2 Weeks” message• “Begins Tomorrow” message• “Opens Tonight” message• “Thank You” message

Sprinkle evergreen content throughout the campaign:• Show quotes • Production images• Video

Social Media CaptainNEWSIES has a dedicated cast member who captures content on the road. This person will be feeding content to our New York office for posting on our social media platforms, which you can in turn share with your followers.

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PROMOTIONS & PARTNERSHIPS

PROMOTIONAL GUIDELINESFrom a positioning perspective, steer away from promotions that support NEWSIES as “a show for and about kids” or as “just another Broadway show”; instead, work with partners that support NEWSIES as fun, exuberant, exciting and unexpected – and celebrate the uniqueness of the production. Please keep the following in mind while considering third-party opportunities, including cash or in-kind sponsorships, sales-driven promotions and brand-driven promotions. For our top 10 promotional ideas, please turn to page 23.

How Disney Approaches Brand Approvals• Does this make sense for our Disney owned business interests? Does it conflict with any of them?• Is this a product category that fits the Disney brand?• When there is a partner brand, is it one that fits with Disney and/or the property?• Does this conflict with any pre-existing contracts/partnerships?• Does it have a prominent Disney branding?• Does this fit with The Walt Disney Company’s corporate responsibilities? Such as the following corporate initiatives:

• Nutritional Guidelines• Environment• Child Safety• Animal Welfare• Social Responsibility

Approved Promotions & SponsorshipsWe Say “Yes “ when:

• There is separation between “Disney” and third parties in the creative• There is clear call to action and copyright lines• There is always Disney branding in the creative

Do pursue third party sponsorships with the following types of promotional partners:• Aquariums, Museums, Zoos• Grocery Stores• Mass Merchandise or Multi-Media Stores• Department Stores• Shopping Malls• Retail Stores• Book Stores• Car Dealerships• Restaurants (adult-focused)• Libraries

Not Approved Promotions & SponsorshipsWe say “No” when:

• It conflicts with our own businesses• It doesn’t serve Disney’s greater interest• There is confusion between Disney and third party branding• The category is not Disney or audience appropriate• The idea conflicts with our corporate responsibilities• It hurts brand reputation

Don’t pursue third party sponsorships with the following types of promotional partners:• Quick Service or Theme Restaurants• Medicine/Pharmaceutical• Non-Disney Theme Parks• Medical/Dental Facilities

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• Inappropriate Retail Stores (liquor stores, candy stores, thrift stores)• Treats (i.e. ice cream, candy, cookies, sweets, donuts, soft drinks)• Dry Cleaners• Time Shares• Gas/Petroleum Companies

Limited Promotions & SponsorshipsWith limitation, pursue third-party partnerships with the following types of partners, but realize that you must receive explicit advance written approval from the DTP Regional Engagement Team.

• Sports Teams – On a case-by-case basis, professional sports teams will be considered. Disney cannot be positioned as supporting one team over another or appear to be endorsing a specific player.

• Cellular Phone Companies – Promotional activity should be positioned as added value offers for EXISTING custom-ers of the wireless service. Activity is not to be positioned as an incentive for purchasing service. It could be posi-tioned to purchase accessories, equipment, etc., but not the service itself.

• Insurance/Banking/Financial Services – In general, offers in these categories are limited to offers targeting EXISTING members or employees.

• For banks, Chase has first right of refusal given Disney’s corporate relationship with Chase; therefore, the Regional Engagement Team MUST sign-off if another bank is being considered for sponsorship/partnership.

• For credit cards, Visa has first right of refusal given Disney’s corporate relationship with Visa; therefore, the Region-al Engagement Team MUST sign-off if another credit card is being considered for sponsorship/partnership/ticket offers.

• Promotional/partnership activity cannot encourage member acquisition.• Advertising can be placed on ATM receipts or drive-through receipts.• Web advertising is allowed in this category.• The partner’s logo can be placed on advertising as sponsorship recognition.• Credit card components/ tie-ins could be restricted due to existing corporate alliance partnerships.

TOP 10 PROMOTIONAL IDEAS1. Honorary Newsie: A social media contest in which fans submit a “headline” of why they should be named an Honorary

Newsie. The winning Fansie receives a pair of tickets to opening night, merchandise, and in some cases an exclusive backstage experience.

2. Newsies Reporter: Work with the local print/TV/radio stations to promote the chance for their readers/viewers/listen-ers to become the outlet’s local reporter. The winner can come to see the show via a VIP package that includes tickets, merchandise, and meet-and-greet with an actor, then develop a report of their experience which will subsequently be printed/broadcasted with the local outlet.

3. Carrying the Banner: In the show, the song “Carrying the Banner” represents the Newsies starting the strike because of the increased price of newspapers and how they stood up to the most powerful men in New York. Every city has amaz-ing people who are the unsung heroes that “carry the banner” for worthy causes. Who do you know in your communi-ty that is carrying the banner and really making a change for the better?

Option 1: Work with local philanthropic organizations and have them nominate the unsung heroes making a diifference and give them the chance to nominate their organizations supporters to potentially win tickets to see NEWSIES. Option 2: Work with local media outlets to allow any of their readers/ viewers /listeners to openly nominate people they know in their communities making a difference. Their stories could be told via the media outlet and one winner would be selected per outlet to win tickets to see NEWSIES.4. King of Local City: In the show, the song “King of New York” is a celebration scene where the Newsies first learn that

they made the front page of the newspaper because of their determination to stand up to the newspaper owners’ price increase. “King of Local City” is similar to the “Carrying the Banner” idea but without the philanthropic focus. Who is the person in your city that has done a lot for the city? And what have they done to make your city a better place to live? Partner with local media outlets or the local Chamber of Commerce to nominate the people you feel should be crowned the “King of Your City”. The winner could not only win tickets to NEWSIES but could also win the “Key to the City” or win a proclamation from the Mayor declaring a special day in the winner’s honor.

PROMOTIONS & PARTNERSHIPS

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PROMOTIONS & PARTNERSHIPS

5. King of New York: This is similar to “King of Local City” with a slight change in prizing. “King of New York” can be mar-keted as “a night fit for a king” or “get treated like royalty.” Prizing could include winning a trip to New York for two and dinner at a New York inspired restaurant.

6. Escape to Santa Fe: In the show, Jack Kelly sings a song called “Santa Fe”, which he considers a location where dreams come true and life is worry-free. “Escape to Santa Fe” highlights great places in your city. What are those local wonderful places in your city you go to in order to get away from the hustle and bustle of life? Some great partners to work with would be spas, restaurants, museums, and landmarks to highlight your city’s local Santa Fe. Each of these places can promote the show and sweepstakes. The Grand Prize can be a night at NEWSIES and a day enjoying the local Santa Fe!

7. Hats Off to You: Work with a high-end department store or men’s clothing store to develop a NEWSIES ticket giveaway in conjunction with the men’s accessories department. This is a great program for holiday time or Father’s Day. The program can be centered on hats, suspenders, socks, etc, and could include displays featuring a mannequin dressed in store merchandise that resembles the classic elements of a NEWSIES outfit, – or we could provide a NEWSIES costume for display along with some newspapers from the show to create an immersive display within the store.

8. Seize the Day: In the show, the song “Seize the Day” represents the mindset of taking full advantage of today and mak-ing your dream come true. This promotion can be “Seize the Spa Day,” “Seize the Golf Day,” etc. The idea is to pamper the winner on this day.

9. World Will Know: In the show, the song “World Will Know” is when the Newsies decide that they will form a union, strike against the newspaper prices, and stand up for themselves despite tremendous obstacles. This promotional idea allows fans the chance to win a prize pack containing NEWSIES merchandise by sharing something that they are proud of (for example, children or grandchildren, pets, completing a marathon, getting an A on an exam, baking a pie, buying a new car).

10. “Local Talent and Giveaways”: Real people do the best job in helping us sell NEWSIES – they help to communicate who it’s for, what is truly special about the show, and why it’s a great theatre experience for all ages. Send your local radio/TV station personalities to the first performance of NEWSIES (or, even better, send them to a prior market if possible) and give them the VIP experience. Then, provide them with copy points to talk about NEWSIES on-air. Trivia questions can be developed based on what the personalities say and they will encourage guests to tune in, answer the question, and win tickets to see the show. A list of trivia questions can be found on the Marketing Resources Site.

TYPICAL PROMOTIONAL PRIZINGTier 1: “A grand prize of show tickets” ( pair or 4-pack): This is the most basic prize package, perfect for local media promo-tions (newspaper, radio, television, and online). Runners-up may receive show merchandise prize packages. Tier 2: “Night Out On The Town”: For broader media promotional opportunities (broadcast/multi-media), this mid-level prize package should include such perks as dinner for two at a partnering restaurant, maybe an overnight hotel stay, limo transportation, show merchandise prize package, and tickets to the show.Tier 3: “The VIP Experience”: Perfect for family-targeted promotions (in family-specific outlets), this experience can include four tickets to the show, a backstage tour and/or autographed item (such as a window card or playbill), and show merchandise prize package.

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MERCHANDISE

We have a variety of merchandise items that may be used for such opportunities as promotions, events, and group sales incentives. Below are some sample items, but the full order forms are available on the Marketing Resources Site (marketingresources.newsiesthemusical.com/orderforms).

Original Cast AlbumTote Bag

Logo News Boy Hat

Logo T-Shirt

Souvenir Program

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EDUCATIONAL OPPORTUNITIES

NEWSIES offers opportunities to support your education initiatives. Please contact Sarah Funk with your requests from the list below prior to scheduling anything, as there may be some special considerations in your market which could alter the timing or availability of some offerings (load-in, rehearsals, etc.). Please send this at least three weeks prior to the show arriving in your market and include a priority ranking in case we cannot accomodate all requests. Note: Some events may have costs.

Study Guide: This guide provides lesson plans, historical background information, and activities surrounding NEWSIES and the newsboy’s strike of 1899. The NEWSIES study guide uses theatre to explore English Language Arts, Social Stud-ies, History, and Math. Using an inquiry-based approach to the lessons, students explore difficult themes like child labor, class and power, press bias, and organized labor to ultimately form their own opinions and conclusions. Additionally, the lessons in this guide fulfill many academic standards, including some Common Core State Standards and some National Core Arts Standards, and various state and local standards.

• Also available is a video introduction to the study guide. This handy piece is a 90-second visual that teachers, principals, and other decision makers can quickly review and then assess the appropriateness and educational relevance of NEWSIES and the NEWSIES Study Guide. Both of these assets are accessible from newsiesthemusical.com/education.

Post-Show Talkback• Event: In-house Q&A with select cast members.• Timing: Immediately following the show, and must be limited to 15-20 minutes.• Cost: Free. • Availability: Cannot occur on opening night or after Sunday evening performances. Please try to avoid post-show

Q&As on Friday and Saturday nights. No more than 1 per week.

Pre-Show Lecture• Event: In-house event with a member of the crew to discuss production elements.• Timing: Before 1pm on show days. • Cost: Free• Availability: Most days. Cannot occur on opening night or matinee days. No more than 1 per week.

Careers in the Arts• Event: Members from the company visit a school to discuss career opportunities in the arts with students.• Timing: Before 1pm on show days.• Cost: Free• Availability: Single-show days only. Cannot occur on opening night. No more than 1 per week.

Master Class/Workshop: • Event: Members of the cast teach relevant theatre content.• Timing: Before 1pm on show days.• Cost: Varies.• Availability: Single-show days only. Cannot occur on opening night.

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SALES & TICKETING

GENERAL TICKETING REQUIREMENTSHouse Seats

• Werequire30houseseatsperperformance.ThesemustbelocatedinA-pricelocations(exceptionsincertainmarkets—please confirm quantities with Manager, Sales & Ticketing).

• Wepreferthemajorityofseatsinsetsoffour.• Someoftheseseatsshouldbeinthecenteraislelocations(ifapplicable).• TheseseatscannotbeinthefirstrowoftheOrchestra.• Theseseatscan,however,belocatedinthefirst4rowsoftheMezzanine• Ifpriceincreasesareimplemented,pricesremainatoriginalticketpricesuntilthedayofthefirstperformancein

the market. At that point, house seats revert to current single ticket price. Company house seats, however, maintain original price until the Company Manager has processed all before-market orders(which in some cases may be on the day of the first performance). After those orders have been processed, company seats revert to current single ticket price.

• Allhouseseatlocationsaresubjecttomutualapproval.Pleasesendareportshowingproposedseatlocationsbyperformance.

ADA Performances• Pleasesendthedates/timesofanyproposedADAperformances&relatedticketholdrequestsalongwithpricing.• Nolaterthan3dayspriortoeachscheduledsignedperformance,pleaseconfirmsoldlocationsforallADApatrons

to the Stage Management team.

Limited View• PleaseadviseManager,Sales&Ticketingofyourstandardlimitedviewpoliciesregardingtimingofsaleandpricing.

All limited view tickets should be stamped or marked as such.

Subscribers• Subscriberadditionalticketpurchasesarecommissionableatthesingleticketcommissionrateunlessotherwise

specified.• Subscriberadditionalpricingshouldbeaddressedatthetimeofinitialpricing.

Miscellaneous• AllcompticketsmustbemutuallyagreeduponinadvancebyyourRegionalEngagementDirector.• Manager,Sales&Ticketingmustbenotifiedofallpricechangesunlessotherwisespecified.• Wedefertothemarket’sstandardsingleticketordersizerestriction.• Theshowtitleshouldalwaysbeprintedas“Disney’sNewsies”or“DisneypresentsNewsies”ontickets.• Ticketmastervenueshavespecificeventbuildinstructions.Pleaseseebelow.

Disney & Show Info• MinimumAge-Ourstandardrecommendation(thisisnotapolicy):DisneyonBroadwayperformancesarerecom-

mended for a general audience. As an advisory to adults who might bring young people, Disney recommends its productions for ages 6 and up. All persons entering the theater, regardless of age, must have a ticket.

• BabesinArms:asmentionedabove,Disneydoesnotturnanyoneaway,buteveryonemusthaveaticket.Babesin Arms ticket prices are tied to the lowest regular ticket price charged in initial pricing. Additional babes in arms cannot exceed the house capacity.

• Runningtime:Approx.2:30asfollows: Act 1 - 1:10 Intermission - 0:20 Act 2 - 1:00• BroadwayLeaguemembersmustreportNEWSIESgrossestotheLeague.DisneyisamemberoftheLeague.• Disneywouldliketodiscouragefood&beveragesatseats/inauditorium.

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SALES & TICKETING

ReportingWe require three standard reports during the sales cycle. All report templates will be provided by Manager, Sales & Ticket-ing unless an alternative version is approved.

NEWSIES Priority Offer ReportThis report includes all full price pre-sales. The mouse type/terms and conditions Disney requires to be included on every piece of collateral or offer is included in this document. These terms and conditions can be supplemented, but not edited/shortened per Disney legal requirements.On the first tab, please use the cells on the right to track when promo pages and codes have been built. The second tab will be used to report daily sales for every offer. This chart will need to be filled out and sent daily once the first priority offer is deployed through to the public on sale day, when a final version will be sent. The second tab also has a location at the bottom to track any ancillary sales (other than priority offers).The distribution list for priority offers is listed on the Newsies Marketing Resource Site.

NEWSIES Opens ReportThis report should be sent weekly on Mondays to the distribution list below, from the week prior to the public on sale date through to the final week of the performance.The distribution list for opens reports is listed on the Newsies Marketing Resource Site.

NEWSIES Wraps TemplateThis report should be sent daily from the public on sale day to the day after the final performance.The distribution list for the wraps template is listed on the Newsies Marketing Resource Site.

TICKETMASTER EVENT BUILD REQUIREMENTS

NEWSIES tour has an Artist Page: Touring - #942399 Please do not use the New York Artist Page. A city-specific Artist must NOT be created.

Building in Ticketmaster Reference Primary Act # for NEWSIES.

In addition to the local rep covering each market, please notify Kevin.Klofta@ticketmaster.com in the NY Office of each Event Build. For BAA markets, please also notify Eric.Boardsen@ticketmaster.com of each Event Build. The Event must be added to the Touring production’s Artist Page (see above).

Promoting through TM marketing spacesWhen promoting the productions throughout the various Ticketmaster.com marketing spaces, the following rules should apply: DMAs with upcoming engagements should click to the Touring Artist Pages For Puchases By Phone

Disney on Broadway maintains a small fleet of Ticketmaster CSRs that are specifically trained for Disney shows. All calls should be directed to the Disney on Broadway Hotline unless we’ve otherwise agreed. Disney on Broadway Hotline - (866)-870-2717

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GROUPS

GROUP SALES

StrategyGroup sales are an integral part of the marketing strategy for NEWSIES. A concentrated group sales effort that begins well in advance of the public on-sale date is necessary to maximize sales in subscriber performances and to provide a solid ad-vance sale for non-subscriber performances. You should set a monetary goal for group sales of at least 8-10% of the total gross potentail for the engagement.

PoliciesAny discounts or special pricing need to be reviewed and approved by your appropriate Regional Engagement Director.

Should a mutually agreed upon Early Bird discount be offered, it is valid only until the general public on-sale date.

Group tickets are subject to dynamic pricing, and therefore, their price moves with single ticket prices. Should you have technical limitations regarding moving group prices, please bring that to the attention of the appropriate Regional En-gagment Director.

SolicitationIn addition to your normal group sales list, consider reaching out to the following organizations with a special message and/or mailing:

• Tour operators and travel organizations - send group sales video to top ten tour operators to show on their buses during tours.

• Large corporations - “bundle” a group, or arrange to sell tickets in the office building or lunchroom.• Elementary and secondary school teachers - pitch the Study Guide, Study Guide video and curriculum (see the

“Educational Opportunites” section of this manual). • Hotels and restaurants - pitch dinner/theatre or hotel/theatre packaging. • Business organizations (Rotary, Kiwanis, etc.) - ask for ten minutes at their next meeting to show the video and

encourage a group visit to NEWSIES.

PlanningPlease formulate a NEWSIES Group Sales Plan, which includes monetary goals, size and dates of mailings, exhibit dates, targeted e-blast solicitations, education program plans/tie-ins, and materials needed. Please deliver this to your appropri-ate Regional Engagement Director.

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MARKETINGScott Hemerling Director, Regional Engagements(212) 703-1080Scott.Hemerling@disney.com

Kelli PalanDirector, Regional Engagements(212) 827-5488Kelli.Palan@disney.com

Sarah FunkDomestic Touring Coordinator(212) 827-5436Sarah.Funk@disney.com

PRESSGregory HanoianNational Press Representative/Publicist(212) 827-5413Gregory.Hanoian@disney.com

Brendan PadgettPublicity Associate(212) 827-5403Brendan.Padgett@disney.com

TICKETINGJenifer ThomasSales & Ticketing Manager(212) 703-1091Jenifer.Thomas@disney.com

CONTACTS