MichaelCassel.com
Elevating Theatrical Experiences – A Digital Transformation for Michael Cassel Group
Over the past two decades, Australia has been on the map as the stage for some of the world’s biggest musicals and plays. Broadway hits including Hamilton, The Lion King, Harry Potter and the Cursed Child, and more have graced stages from Sydney to Perth, thanks to Michael Cassel Group (MCG), one of the leading producers of high-quality theatrical productions within Australia and internationally.
With more and more internationally recognised productions upcoming, MCG asked the pepperit team to develop a website that showcases the breadth and depth of the musical theatre experience.
We were contacted to develop the new website with an entirely new design, functionality and content. MichaelCassel.com had not received a redesign since its launch in early 2010. An all-encompassing site migration helped bring the theatre experience to life and better reflect the current brand.
An all-encompassing site migration helped bring the theater experience to life and better reflect the MCG brand.
The team at pepperit worked closely with the in-house marketing team and other partners to create a cohesive and engaging web experience. We integrated MCG design elements and content into a WordPress website, addressing logistical and technical challenges to optimise functionality, design and SEO.
The website intelligently integrates with Salesforce Pardot, allowing users to register for updates and waitlists, adding to MCG’s robust database. This integration helps us understand and segment the audience, allowing for more targeted communications and campaigns.
Incorporating storytelling and multimedia, we transformed the website into an immersive journey, reflecting MCG’s creativity and innovation.
With the website successfully relaunched, MCG now showcases their current and past work, their team and their clients. The website needed to be a balance of B2B and B2C, a place where audience members can gain awareness for the brand but also a reflection of work for licensees and talent to discover and build brand trust.
The website showcases MCG’s achievements, team, and values with a user-centric design and intuitive navigation. Incorporating storytelling and multimedia, we transformed an ordinary website into an immersive journey, reflecting MCG’s creativity and innovation.
Our collaboration with MCG didn’t just end with the launch of their website; it led to exciting opportunities and an ongoing partnership. Additionally, the pepperit team were thrilled to score an invitation to the Mardis Gras performance of &Juliet.
- Website Development
