Building sustained visibility in one of the country’s most competitive entertainment markets.

Services: Press Materials Development • Media Relations Outreach •  Media Inquiry Management • VIP & Press Coordination • Coverage Tracking & Reporting

The Challenge

Broward County has no shortage of things to do. Getting the right people to stop, pay attention, and buy a ticket — that’s where the work is.

Slow Burn Theatre Co. has been a proud resident partner of the Broward Center for the Performing Arts, calling the Amaturo Theater their home stage and delivering Broadway-caliber productions to South Florida audiences. When the Broward Center brought HOME Agency on as their PR partner for Slow Burn’s production of Hairspray, the mission was clear: make this the show everyone in South Florida was talking about.

That meant reaching traditional theatergoers and new ones. English-speaking audiences and Spanish-speaking ones. Press rows and social feeds. All of it, at once, in one of the most competitive entertainment markets in the country.

THE APPROACH

We built a multi-layered PR campaign designed to create sustained momentum from announcement to closing night — not just a single press push, but a rolling drumbeat of coverage that kept Hairspray visible across every relevant channel throughout its run.

Strategic Media Relations

We developed and distributed press materials in both English and Spanish — because South Florida’s audience speaks both, and PR that ignores that is leaving reach on the table. Outreach was targeted and intentional: features, reviews, listings, and interviews pitched to the outlets where Slow Burn’s audiences actually live.

We issued a media advisory for rehearsal coverage to get eyes on the production early, and extended VIP invitations to media contacts and Carbonell Award jurors — the kind of access that turns a showing into a review.

Onsite & Coverage Management

We were on the ground for press nights at the Amaturo Theater — coordinating media access, managing relationships in real time, and making sure every coverage opportunity was captured and followed through. Earned media was tracked and catalogued across print, digital, broadcast, and social throughout the entire run.

Bilingual Outreach

South Florida’s Hispanic market was a priority, not an afterthought. Spanish-language press materials, targeted outreach to outlets like Gente Max TV, Mujer y Punto, and Cartelera Miami, and Spanish-language social content ensured the campaign reached the full breadth of the community Slow Burn serves.

The Results

The campaign delivered where it counts — in reach, in coverage quality, and in the kind of press that actually drives ticket sales

• 30 total media placements across print, digital, and broadcast
• 6.2M+ total estimated audience reach
• 18 earned media placements generating 716K in social impressions
• Coverage across marquee outlets including Broadway World, NBC-6 South Florida Live, Florida Theatre On Stage, PRIME Magazine, Miami Artzine, OutClique, OUT SFL, and more
• Bilingual coverage spanning English and Spanish-language media throughout South Florida
• Notable VIP press guests including Robmariel Olea of Univision and Cameron Dobson of WSFL-Channel 39

Reviews were glowing. Florida Theatre On Stage called it “as fresh and relevant as ever.” Miami Artzine said it “proves it’s still relevant.” OUT SFL told their readers it was “the spring show to see right now.”

You can’t stop the beat. Turns out you can’t stop the coverage either.