LaPlaca Cohen, the New York-based cultural marketing agency, will lead the team and will focus on strategy and media. Trailer Park of Hollywood, CA, will provide creative services, and The Buddy Group of Lake Forest, CA, will handle electronic applications.

"Through this campaign, we hope to not only develop new audiences for today and the future, but to increase the frequency of theatregoing by our core audiences," said Charlotte St. Martin, the executive director of the League, in a statement.

LaPlaca Cohen has developed branding campaigns for cultural organizations such as the Walt Disney Concert Hall/Los Angeles Philharmonic, the Morgan Library and Museum, Joyce Theater and the Hollywood Bowl.

Trailer Park worked for leading Broadway productions such as Wicked and Legally Blonde. The Buddy Group "specializes in interactive Flash websites, rich media advertising, online video integration, and branded entertainment and games," according to the release.

The League of American Theatres and Producers, created in 1930, is the official trade association for the commercial theatre industry. For more information visit www.LiveBroadway.com.