Hardhat and ACMN Marketing and Advertising assigned to promote Moulin Rouge! The Musical in 2021

Hardhat and ACMN Marketing and Advertising have been appointed by Australian theatrical producers Global Creatures to market the upcoming local production of Moulin Rouge! The Musical.

Hardhat will execute all creative, content and social for the production, meanwhile ACMN Marketing and Advertising will be responsible for strategy, media buying, tourism and promotions.

It is the first time Global Creatures has worked with either agency, and the appointments follow Scott Dawkins joining the business as head of communications and Kendra Reid of KLR Consulting as the marketing director of the production. Hardhat and ACMN Marketing and Advertising will follow up on the work completed by New York agency RPM during the show’s run on Broadway.

Carmen Pavlovic, CEO of Global Creatures, said: “Bringing Moulin Rouge! The Musical home to Australia is a proud moment for us as a company, but also an important milestone for the theatre industry’s recovery, with the show set to be the first major production to debut in Melbourne next year.

“As our MC Harold Zidler says, ‘The Moulin Rouge is a state of mind,’ so in putting the Australian marketing out to tender, we were looking for people who could capitalise on the brilliant work of our New York agency RPM, and envisage how the brand could extend outside the theatre and become part of Melbourne’s cultural fabric. ACMN and Hardhat nailed it.”

Moulin Rouge! The Musical is the fourth musical produced by Global Creatures, following Muriel’s Wedding The Musical, Strictly Ballroom The Musical and King Kong. It was the first Australian-produced musical to originate on Broadway and it is set to premiere at Melbourne’s Regent Theatre in 2021.

“This is a musical event like no other, and our stage isn’t just inside the Regent Theatre – it’s on the streets, on our screens and in the hearts of all Melbournians. We can’t wait to help paint the town Rouge in 2021,” said Glenn Dalton, executive creative director at Hardhat.

ACMN Marketing and Advertising’s managing partner, Caryn Cavanagh, added: “We are honoured to be working with Carmen Pavlovic and the Global Creatures team on this bold and brilliant theatrical event.

“We know Australia cannot wait for Moulin Rouge! The Musical and we look forward to exploring the strategic marketing, media and tourism opportunities within this exciting partnership. As Australia’s leading arts and entertainment specialists, we could not hope for a better platform to elevate and celebrate brave new theatrical marketing.”

Earlier this year, Hardhat also won the creative account for Vision Australia.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.