Introduction

Megamoon may live in New York City. But its domain is more than a building. It’s a universe.

When Megamoon opens, it will be unlike anything the art world has seen. It will be a contemplative and joyful environment that will wow visitors with sensory-spanning, eye-opening art, including portraiture, digital works, installations, sculpture and immersive experiences. Visitors will feel like they’re galaxies away from where they’re standing. For families, it will be a place of discovery and wonder. A day at Megamoon will feel like a journey of lifetimes.

At Serino Coyne, we understand what it takes to champion art and artists, no matter their medium. Whether it’s a world-class museum or a family-friendly attraction, we are pros at getting visitors through doors, keeping the box office busy and creating buzz that thrills on day one and every day after. 

How will we do that? Let us show you.

Who We Are

Serino Coyne was founded on a belief that Broadway is the greatest art form and industry in the world. So why wouldn’t we want to do this for a living? More than 40 years later our guiding light is our belief in the transformative power of a shared, live experience — now more than ever, given the loneliness of a global pandemic.

We vigorously pursue the idea that when a compelling brand meets captivating art, it’s a magnetic match. That’s the formula we’ve used to innovate the way live entertainment on Broadway and beyond announces itself proudly on the cultural radar. That’s how we approach our work for clients from Broadway to the metaverse, and everything in between.

We treat every client like family, no matter the scale of your production or budget. We are your guides, your partners, your champions.

Brand Development & Strategy

Serino Coyne is a one-stop innovation shop.

• We are a full-service agency providing creative services inclusive of brand development and strategy, print, digital, content and broadcast production, copy versioning and more for our clients. Our team has established and launched brands that now have a global footprint, including Disney On Broadway, Wicked, Dear Evan Hansen, Illuminarium, Legends, National Geographic and Particle Ink.
• The robust work that we do to identify, encapsulate and convey the emotional promise you make to your consumers differentiates us within the marketplace. To develop branding, creative and tactical ideas, our team works with your own marketing team to review the materials you’ve already developed, any prior research findings, and your anecdotal experience.
• If research is necessary, our certified research analysts conduct quantitative and/or qualitative studies with the applicable target audiences. Then, using appropriate assessments (SWOT analysis, brand pyramid, etc.), our research and consumer insights team will outline key learnings, opportunities, challenges and insights.
• We then take the work you’ve begun and establish a Positioning Statement and Guiding Principles. This internal set of rules acts as our dos and don’ts when it comes to how the brand and the creative should look, feel and speak. With these elements in place, we have a shared platform on which to build your creative and communications plan, all reflecting your central brand voice.

Media

We believe in spending your dollars as if they are our own. With more than 40 years in the New York City marketplace, we buy more NY DMA media than any other live entertainment agency.

• We Have the Best Rates and Relationships in the Business. The $85 million that we place in media each year has resulted in unparalleled relationships and preferred rates of anywhere between 15% and 60% off the rate card. On average, our clients receive 50% of their media spend in incremental discounts and bonus media.
• We’re Media Neutral. We’re focused on the media mix that is best for you, not the agency. Our fully-integrated, in-house team includes specialists across all media — digital, video, audio, outdoor, tourist and print — and we leverage synergies across media with tactics such as addressable TV, streaming/OTT and cross-platform deals.
• We Have Access and Leverage. Through the power of Omnicom, we have top-notch negotiation clout as well as first-look access to betas and are the only agency that enjoys first-to-market opportunities with companies like Google, Facebook and Hulu. We also have exclusive outdoor placement in some of the best locations in the city.
• Our Campaigns are Nimble. We’re constantly analyzing data and are able to pivot campaigns at the drop of a hat. We are the only agency to provide fully accessible digital dashboards to you. We offer you full transparency.

Diversity, Equity & Inclusion

At Serino Coyne, we value a more inclusive and welcoming workplace. We have always strived — but not always succeeded — to put that passion into action.

The greatest asset of Serino Coyne is our staff, and our colleagues deserve, and thrive in, a more inclusive and equitable culture. We are working diligently to achieve our DE&I goals to make that happen. As we strive toward that better future, our work takes on a deeper authenticity, is more trustworthy and becomes more meaningful for our clients and partners.

Central to our core belief of actions rather than words, each member of our staff is dedicated to one of three committees, responsible for: Recruitment and Retention, Internal Environment, and Community Outreach. Each committee has goals and metrics by which we can measure our work and progress in each area. We believe this is a structure that will help to foster long-term and lasting change. We are becoming the change we want to see.

OCTET Art Development

POSITIONING:
Poised to arrive on Broadway as a theatrical event after an acclaimed Off-Broadway run, OCTET is an unexpected and inspiring new musical by three-time Tony Award®️ nominee Dave Malloy, creator of Natasha, Pierre & the Great Comet of 1812. Set against a backdrop of technology and its effect on our lives, this intimate show uses the power of the unaccompanied voice to tell a powerful story of yearning, seeking and human connection.

TONE & MANNER:
Bold — Human — Surprising — Quirky — Authentic — Provocative — Hopeful — Transcendent

View the OCTET style wall.

LION KING Art Development

The coronavirus pandemic shut down Broadway for 18 months, devastating an industry and the livelihoods of the people who work in it. When Broadway reopened after this unprecedented time, Disney Theatrical Group asked: How do you make a moment of jubilation but out of many months of hardship? New Yorkers were eager to return when it was safe to do so, and as a leader in the theater industry, Disney and “The Lion King” each were responsible for inviting theatergoers back safely.

As part of a Broadway-wide initiative, “The Lion King” announced its return with a multi-pronged campaign that included outdoor, social media, digital banners, print and first-of-their-kind subway announcements. And, as it turned out, incredible press coverage. This was a stunning, comprehensive and uplifting campaign that combined a enlivening script with thrilling storytelling. It was a reminder that Broadway was back, and together audiences would experience a once-in-a-lifetime show once again.

Here’s a glimpse of the creative development.