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ABA Productions



Wanting to sell tickets for both the KidsFest and the play called The Complete Works of Shakespeare (Abridged), ABA Productions needed to gather attention from relevant lifestyle media outlets in the weeks before the events took place.


Mutant planned a strategic two-week PR push to gather significant attention from local lifestyle media. Mutant pitched stories and interviews, while managing media tickets, giveaways and follow-ups with media.


The PR push resulted in a large spike in ticket sales. We secured strong media coverage in key top-tier publications for KF2018, including 19 media articles and ticket giveaways with 10 media outlets with relevant lifestyle and parenting media. The two-week PR push for Shakespeare secured 14 pieces of coverage (12 online articles, 2 radio) from media titles, including The Straits Times, Coconuts SG, Yahoo Lifestyle, Time Out, Kiss92FM and more, as well as 11 pairs of tickets given away in competitions.

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