"FREE PARKING" promotion. Les Miserables advertised "Free Parking" for the customer, but in essence, the show was paying for the parking at a steep discount.

LES MISERABLES sought out a partnership with a parking company that would allow customers to receive a perceived value of upwards of $40. We created a program with multiple goals:

A) Encourage first time visits from price sensitive customers in the suburban markets,

B) Encourage return visits by providing a low price point and added value

C) Provide goodwill at little cost to the client.

HHC oversaw all aspects of the promotion including negotiation of discounted parking rate with the partner, creative, administrative and media.

By implementing this program, LES MISERABLES successfully combated the expected June drop in sales, and increased the client's advance at a time when competitors saw a dip in receipts.