The "Miss Saigon" musical stage play premiered in 1991 with the highest advance ticket sales ever. By end 2000, over 70 million people from 10 countries have seen the show which earned some $1.3 billion. Miss Saigon then came to the Philippine on October 2000 for a 6-month run at the Cultural Center of the Philippines casting the original female lead actress, Ms. Lea Salonga playing the role of Kim (she won a Tony award for her performance as "Kim" in the original show in the United States). In the Philippine run, Lea Salonga was the main attraction. Those who have never seen the show and even those who watched the play abroad came to watch her. Lea Salonga performed to a full house until Christmas eve of 2000 when alternates Ces Campos (who also played Kim in other countries) and understudy Ima Castro took over the role of Kim.
Early on, it was acknowledged that the alternate of Lea Salonga are not well known and may have a tough time living up to the public’s expectations. Thus, ticket sales may suffer. In the past, shows abroad without Lea Salonga were able to stand on their own. Skeptics, however, were saying that the situation is different because the Philippines is Lea’s home country.
You are tasked with marketing Ms. Saigon. What exactly will you do to ensure an equally filled main theater of the Cultural Center of the Philippines during the time when the alternates take over the lead role?
