Royal Hanneford Circus

Coney Island 2022

Transforming the Maimonides Park Parking into a circus wonderland.

“Owen Leonard and his team at Sarasota Box Office marketed, booked, permitted this prime NYC location with a three week timeline!

Mission:

To find a location, market and secure permits for an engagement of the Royal Hanneford Circus in Coney Island.

Challenges:

Lead time
Communication and negotiation
Interdepartmental NYC government cooperation

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Process – 01:

Research and work with booking team members to find a lot in the greater Brooklyn borough of NYC.

Researching public land databases and sourcing land owners. Negotiation and trust building with selected land owner.

Limited open real estate

Result:

Process – 02:

Simultaneously before the lot was even confirmed marketing was prepared. Due to the limited time frame Social Media was the core marketing platform with display, billboards, taxis to support.

Owen relied on Sarasota Box Offices’ partner Peter Lunacek at Manege Media to provide the artwork for this engagement.

PROCESS – 03:

Launch a multi media campaign. Owen directly placed and negotiated Taxi, Billboard, and built and deployed the social media ads through the Meta ads manager. Social media had a full funnel approach with reach, conversion, retargeting and more for the campaign structure.

Owen’s team managed the ads and engagement on the social pages nurturing and engaged audience. One of Owen’s team members worked with him to distribute press releases, share to local groups and get placements on local parenting publications.

PROCESS – 04:

During the advertising period Owen and the booking department worked on permits, inspections, rentals and more. Owen specifically wrote 20+ page ERP and letters to various permit departments. Owen worked on booking flights and sending a team onsite to finish the permitting process and for social media content.