• by Fern Siegel , 8 hours ago

The People’s Theatre opens in the new Centro Cultural Inmigrante in Upper Manhattan on September 19. Its goal is to amplify the voices of New York’s diverse immigrant communities and cultivate work by local artists.

To bring the art organization’s message home, Lin-Manuel Miranda of “Hamilton” fame has voiced the campaign: “The Home of New York Stories.”

PLR Group is responsible for brand and marketing strategy, teaming with The People's Theater. Reel Track Media handled photography and video production.

The 60-second spot is here. The campaign runs across digital, social, video and out-of-home media in New York.

TPT will offer music, dance, film screenings and various civic and community events. In addition, it has partnered with the New York Public Library on programming, research and neighborhood engagement.

“The opportunity was to introduce The People’s Theatre not simply as a new cultural venue, but as a place that reflects the people and stories of New York. We built ‘The Home of New York Stories’ around that idea, using real voices and faces from the community to connect the brand, the opening of the new space and the organization’s larger mission,” Pedro L. Rodriguez, PLR Group founder, told Agency Daily. “Having Lin-Manuel Miranda lend his voice to the campaign made that invitation even more meaningful.”

The People’s Theatre is located at 419 West 206th St.