Bluestreak selected as platform for Wicked email marketing by Dewynters

London – 9 February, 2006 Dewynters, the media, marketing and creative agency for the entertainment and leisure industries, has selected Bluestreak to provide the email marketing platform for London’s new hit musical, Wicked. Bluestreak will deliver the Ozmopolitan email newsletter and competition emails to fans of Wicked. The emails include a referral scheme aimed at increasing the database, games, offers and news for subscribers.

Based at the Apollo Victoria Theatre, Wicked tells the untold story of the witches in ‘The Wonderful Wizard of Oz’ explaining why one came to be called ‘good’ and the other ‘wicked’. Dewynters manages all the marketing for Wicked including the branding, creative, media planning and buying and direct marketing. The email marketing was planned by the agency to engage with Wicked’s fans and increase the subscriber base in order to promote ticket sales. Recipients can click through to to participate in the online games and offers.

Michael McCabe, the show’s producer, explains, ‘Wicked is already one of London’s top grossing musical, with record-breaking attendance figures and ticket sales. The show has really captured the imagination of many dedicated fans and email is a way to establish regular communication with them and develop deeper engagement. They participate in the competitions, games and quizzes in these highly visual mailings and forward e-cards to friends.’

Suzana Gulin-Warren, Head of Digital Media at Dewynters adds, ‘We selected the Bluestreak platform because of their overall competence in the email marketing field. This includes good reporting tools, testing environment and deliverability, which allows us to follow good practices in email marketing. We look forward to working with Bluesteak in improving and developing our email marketing strategies further and also developing an efficient contact strategy for the Wicked fan base.’

Bluestreak is a leading provider of digital marketing technologies and services including email. Wicked’s Ozmopolitan newsletter and email marketing will be delivered on the ionMX email platform from Bluestreak.
Dax Hamman, International Operations Manager at Bluestreak comments, ‘We work with agencies like Dewynters to deliver an outsourced email platform that includes the right tools for them to manage the campaign on behalf of their client. We can advise on issues such as deliverability, timing and scheduling and methods for growing the database. Wicked’s fan base are actively engaged with the musical and interact with the emails regularly.’
Bluestreak is appointed with immediate effect. Dewynters has been worked with Wicked for the past two years.

About Dewynters
Dewynters is the UK entertainment industry's leading full-service agency.

We provide marketing, design, advertising, promotions, digital media and merchandise skills across a broad spectrum. The agency's fields of expertise comprise theatre, opera, dance, music, galleries, museums, events, television and film.
Our ground-breaking campaigns are synonymous with the energy and impact of modern entertainment - powerful, innovative and effective.

With a 90 strong team of talented and enthusiastic experts in their fields, we offer creative ingenuity and experience.

About Bluestreak
Bluestreak is a leading provider of digital marketing technologies and services that help global marketers and agencies connect and interact with their online customers. A pioneer in rich media, the company today offers a full range of digital marketing solutions including a next-generation, permission-based email marketing platform, a powerful ad management solution and strategic services for guiding customers through digital customer acquisition and/or retention programs.

Bluestreak sets itself apart by providing marketers with state-of-the-art email marketing capabilities, including response-oriented creative development, email sweepstakes solutions, email program health checks and messaging on emerging platforms like RSS and SMS.

Headquartered in Providence, RI with offices in New York, Dallas and London, more information on Bluestreak can be found at:

About Wicked
WICKED is the new hit musical that tells the untold story of the legendary witches from L. Frank Baum’s classic The Wonderful Wizard of Oz. Over a quarter of a million people have already seen WICKED since its first public performance at London's Apollo Victoria Theatre on 7 September.

Based on the novel ‘Wicked: The Life and Times of the Wicked Witch of the West’ by Gregory Maguire, WICKED, has music and lyrics by Stephen Schwartz, book by Winnie Holzman, scenic design by Eugene Lee, costumes by Susan Hilferty, lighting by Kenneth Posner, sound by Tony Meola, projections by Elaine J. McCarthy, wig and hair designs by Tom Watson, music supervision and arrangements by Stephen Oremus, UK music supervision by Gareth Valentine, orchestrations by William David Brohn, dance arrangements by James Lynn Abbott, musical staging by Wayne Cilento and is directed by Joe Mantello.

For further information please contact:
Joanna Burton
International Marketing
Tel: 0845 029 1414

WICKED - Press Contact:
Rupert Goodwin
Premier PR, incorporating McDonald & Rutter
Tel. 020 7292 8330

Published on: 12:00AM on 9th February 2007