client profile: Entertainer and entrepreneur Calvin Gilmore launched The Carolina Opry on South Carolina’s Grand Strand in 1986. This live music variety show features a cast of 36 of the nation’s top singers, dancers, comedians and musicians in its own 2200-seat show palace with state-of-the-art sound and lighting and three giant video screens. The show, which is continually updated with new music and comedy, is two hours of high-energy entertainment that blends humor and dancing with everything from rock ‘n roll, Broadway and country to classic hits, pop melodies and gospel. In addition to The Carolina Opry, additional shows include Good Vibrations and The Carolina Opry Christmas Show.

the challenge: Myrtle Beach theaters are the perfect complement to a wonderful beach vacation. Since 1986, when Calvin Gilmore first brought the year-round live theater of The Carolina Opry to Myrtle Beach, the area has emerged as a hotspot for live family entertainment – offering the best in shows, music, dance, comedy, dinner theater, celebrity concerts, and movies. With the variety of live family entertainment offerings comes the challenge of attracting audience share.  Offering three ever-changing unique shows including The Carolina Opry, Good Vibrations and The Carolina Opry Christmas Show presents the unique challenge of generating equal awareness and excitement for each in a crowded competitive marketplace.

the plan: Collins + Company created a visually powerful integrated print and collateral campaign communicating the excitement and energy of the shows and leveraging the heart of the show, it’s country roots and premiere positioning as “The One. The Only. The Original.”

the result: The integrated print and collateral campaign launched with great success and continues to drive record attendance and sold out shows over the past four years.