The Lortel Awards – the “TONYs of Off-Broadway,” – brought OW! on in 2009 when they were averaging 11 million media impressions per year. OW! took over all media relations and strategy for the event property and managed celebrity presenter participation. Over the course of three years, we took The Lortel Awards from a local theater awards show to an important national entertainment industry event with newsmakers and Oscar winners consistently participating. By 2011, the event property garnered over 600,000,000 media impressions directly from the annual awards show.