Minna Varis, Partnership Marketing Manager, Tallink Silja

Thomas Forsström, Marketing Director, Svenska Teatern and

XperienceGroup Finland

MAMMA MIA! & Silja Line Co-operation 2014-2015

MAMMA MIA! has been seen by OVER 54 MILLION people worldwide in over 39 productions in 14 different countries.

MAMMA MIA! has grossed OVER $2 BILLION at the Box Office. MAMMA MIA! is currently in its 16th year since the first production opened in London's West End on 6th April 1999, and is now playing at the Novello Theatre. MAMMA MIA! is the 8th longest running show in Broadway history and is now playing at the Broadhurst Theatre.

The Swedish Theatre in Helsinki (Svenska Teatern) got as the first theatre in Finland the lisence to set up the original version of MAMMA MIA! The opening night in Helsinki was on September 27th 2014. It was a result of six years negotiations with Littlestar Production Company in London. Littlestar Services Ltd. was formed in 1996 by Judy Craymer, Benny Andersson, Björn Ulvaeus and Richard East to produce the stage musical MAMMA MIA! The cooperation between Benny Andersson/Björn Ulvaeus (former ABBA members) and Svenska Teatern began in 2010 through the musical Kristina från Duvemåla. The musical was set up in 2012-2013 and performed 189 times for over 108 000 viewers.

MAMMA MIA! World Wide Original Productions in February 2015

London New York Berlin / Oberhausen Helsinki Vienna North American Tour International Tour

MAMMA MIA! in Helsinki attract audience from both Finland and Sweden

12 000 visitors carried by Silja Line (February 2015)

MAMMA MIA! Sponsor Package in general

•  Unique signage that stands out from the typical

•  Focus on messaging rather than just logo

•  Strong social network marketing

•  Cross-promotions to provide exposure in non-traditional marketing channels

•  Well-integrated into performances

MAMMA MIA! packages from Sweden

•  Cruises including tickets - MAMMA MIA! day show

•  Cruises including tickets to MAMMA MIA! night show and accommodation in Helsinki

i.e. Solos Sokos Hotel Torni with MAMMA MIA! theme and menu (Hotel Torni is official MAMMA MIA! Hotel)

Marketing in Sweden – Tallink Silja

•  Groups and private through Silja Line sales organization and Silja Club One

•  Print and web marketing: biggest Newspapers and web platforms in Sweden

•  Social Media: FB Competitions, Silja Lines’ webb etc.

Visibility in MAMMA MIA! Marketing

•  Trademark in all marketing: print (biggest newspapers), digital

platforms, outdoor, screens (The Wall), Helsinki Airport, ferry

terminals etc.

•  Ads in Theatre Magazine / Productions program booklet;

promote travel packages

•  Social Media: Newsletters, FB, webb; sponsors trademark,

advertisements, competitions and subpages on MAMMA MIA!

website.

•  Venue: sponsors visibility in public spaces and foajéers

Screen visibility / Ads

•  Outdoor advertising on Svenska Teatern’s big LED screens

Ø  Ultimate marketing tool in the middle of Helsinki;

Silja Lines’ marketing campaigns during two years

•  Digital screens inside the venue

•  Trailer inside the theatre before the shows (compare with movie

advertising)

Online Competitions

•  Sweden: Win MAMMA MIA! VIP-trip to Helsinki (Silja Line, Hotel

Torni, MAMMA MIA! Show)

•  Finland: Win MAMAM MIA! VIP-packages

Production material onboard

•  MAMMA MIA! trailers on digital screens and cabin-TV, flyers etc.

Hospitality, tickets and VIP

•  Grand Opening Gala

•  VIP evenings with Champagne buffet (luxury package and join the

cast after the show)

•  Agreed amount of free tickets to MAMMA MIA!

•  Ticket quota (before ticket launch and during the period)

Special offers for Loyalty Customers

•  Discounted tickets for Club One members (every show)

•  Program Book for free with Club One card

•  Champagne in the intermission with Club One Gold card

Free utilization of Svenska Teatern

•  Right to utilize the theatre for internal events; noticeable areas, backstage space, meeting rooms

PR

•  Sponsors Keynotes on press conferences

•  Common PR cruise to Stockholm & event on ABBA The Museum (with stars from MAMMA MIA!)

•  Business Club MAMMA MIA! for collaborators and production team; Björn Ulvaeus & former ABBA members

•  Artists from the show takes part in sponsors promotion events.

Cooperation with third parties

•  ABBA The Museum in Stockholm; common visibility and travel- & ticket packages from Sweden.

Thank You!