Proactiv Entertainment
Les Misérables Arena Spectacular - A Landmark Theater Experience in Abu Dhabi
THE BRIEF
Cameron Mackintosh’s production of Boublil and Schönberg’s LES MISÉRABLES: THE ARENA SPECTACULAR was set to arrive to Abu Dhabi at the Etihad Arena, Yas Island as part of its World Tour from 10-20 April 2025.
Our goal was to highlight its scale and cultural impact through a compelling PR narrative across Arabic and English media.
THE DELIVERY
Strategic PR & Media Engagement
- PR plan, press kit & key messages
- 1 press release & 5 media alerts
- 35 interviews secured with top outlets (The National, Sayidaty, Abu Dhabi TV, Khaleej Times, etc.)
- Hero story angles: Cast Announcement, Abu Dhabi’s Theatre Scene, Opening Night Buzz
Influencer Integration
- 15 barter & 1 paid influencer partnership
- Engaging Reels, Stories & Posts
- Highlights: @Helenfarmer, @Roltanjr, @Itsjoecooper
Event Support
- 21 VIP/media/influencer attendees for Opening Night
- 9 media for exclusive Media Day
THE OUTCOME
- 163 media articles across GCC
- $372K+ AVE
- 53.2M audience reach
- 35 cast interviews
- 95 social posts with high engagement
- 9 print & 1 broadcast feature
- Strengthened long-term media & influencer ties