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CHALLENGE 

The talent from RuPaul’s Drag Race have gone from walking the runaway to becoming household names and global superstars. Today, they are performing in venues packed with thousands of adoring fans and all are looking for new opportunities to expand their brand and make extra dollars. While the queens dominate the touring and nightclub space what continues to elude many of them is the lucrative college and university market in the United States. This highly competitive, often confusing and overwhelming market operates differently and requires someone who can walk-the-walk, which is exactly what we did.

SOLUTION

Paper Napkin Marketing recognized that the popularity from the show along with a majority of colleges spending resources and funding on diversity and/or LGBT programming the time was right to introduce the talent from Rupaul’s Drag race to the marketplace. We took our experience from the college and university market and built Kiki Entertainment which provided an opportunity for a student activities office on a college or university campus to book a drag superstar from RuPaul’s Drag Race.

We provided Kiki Entertainment with the following marketing services:

  • Designed the branding which included the logo, stationery, business cards, and email signatures.

  • Reached out to talent from RuPaul’s Drag Race and negotiated booking rates along with rider needs such as travel, accommodations, security, etc.

  • Delivered a fully responsive website that introduced the talent, a calendar of events, block booking information, and created integrated hashtag plugins which provided the opportunity for talent to easily create content while at the school performing.

  • Established partnerships with LGBT focused brands which were already partnering with talent from RuPaul’s Drag Race along with developed a charitable part of the brand, Coins for Cash, which matched tips from audience members and made a donation to the Trevor Project.