Wednesday, March 04, 2009

3 female singers, 6 Tony Awards, 24 years on Broadway – now, DREAMGIRLS gets a brand update for Korea and a global re-launch

Since its debut on Broadway, DREAMGIRLS has been a sensation on-stage and on-screen. (It’s lasted even longer than the Motown female pop trio that inspired the story, the Supremes.)

Now, DREAMGIRLS is opening this week in Seoul, with an all-Korean cast, a new stage setting, new costumes, and a new storyline. More than just a local market version, this is an experiment intended to re-brand the U.S. tour as well.

This provides another case example for those looking to refresh or relaunch their brands.

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