For the first time in the world, a brand new staging of a global phenomeneon was set for an Australian tour. The challenge was set for AKA to develop a marketing strategy and re-brand one of of the most well-known and iconic commercial musicals of all time. With this production having brand new staging, choreohgraphy and direction, we did not have access to any existing key branding elements or fottage from previous tours. We focussed on the music and what it envoked in our audience. In an Australian first, we saw a TV commercial for musical theatre hit the screens with no production footage included and instead re-egnited that feeling we all get when you hear that iconic music.