LADY DAY, the original musical based on the life of Billie Holiday, had successful runs in London and Paris, but had never played in New York. Renowned jazz vocalist Dee Dee Bridgewater, a Tony and Grammy Award winner, had not been on the New York stage since starring in The Wiz. Strategically we targeted two communities – theatre and jazz. We utilized both traditional and new media initiatives, including a digital campaign, a direct mail brochure, and partnered with the strongest jazz radio station in New York. As a result, pre-opening advance sales were the highest the Little Shubert Theatre has ever experienced.