Visa USA to Sponsor U.S. Tour of Joel and Tharp's Movin' Out

News   Visa USA to Sponsor U.S. Tour of Joel and Tharp's Movin' Out Over the years, theatre fans have become familiar with Visa's slickly produced commercials advertising the annual Tony Awards. Now, Visa has attached itself to a single Broadway show. The internationally recognized credit card corporation will sponsor the national tour of the Tony nominated Billy Joel-Twyla Tharp musical Movin' Out.

The U.S. road show will go out in February 2004. The itinerary will include 25 stops over 52 weeks. Chicago, Washington, D.C., and San Francisco will be among the cities visited. Exact dates will be announced this fall. Visa will back up the tour with an expensive national television advertising campaign, as well as local marketing support and a new website, www.Visa.com/MovinOut, set up for ticket purchases. A press release also indicated the creation of " variety of special Movin’ Out experiences and tie-ins that theatres, Visa member banks and merchants can use to drive card usage at the regional tour locations such as Visa exclusive ticket offers and sweepstakes." Visa has in the past produced six "Broadway-themed" national television spots (three of them promoting the Tonys). It has also supported the annual "Broadway on Broadway" event in Times Square, and sponsors the "Live Broadway's Open House Tours," described as " a backstage look at the Broadway community and the American Theatre Wing’s charitable efforts."

Movin' Out is running at the Richard Rodgers Theatre on Broadway. It is produced by James L. Nederlander, Hal Luftig, Scott E. Nederlander, Terry Allen Kramer, Clear Channel Entertainment and Emanuel Azenberg.