Who is running the best Tony campaign?

Whether we like it or not, PR and marketing plays a critical role in communicating to voters and shaping the narrative around nominees. Now that the initial nominations buzz has worn off, I am looking for objective thoughts on what productions you believe have been running the strongest Tony campaigns. Bonus points if you can be specific and point to something particular that they have done that has caused them to break through or gain momentum for a nominee.

I feel like it’s too early to tell for most, but DEATH OF A SALEMAN has Nathan Lane running the whole talk show circuit. Granted, he’s always a reliable go to guest for most shows since he’s like a comedy crock pot - turn him on and let him COOK

Ragtime hands down. They've have a cast member on Broadway.com for a segment the past couple weeks, the LCT YT page posts recording studio footage or backstage costume videos weekly, the NPR Tiny Desk. Something that helps these precursors where Cats isn't eligible since it was considered for the PAC run is it gives Ragtime a chance to take the stage. I'm thinking it's going to be almost more competitive on who wins Revival. Actor, Actress, and Featured Actor are leaning towards Ragtime. Lear is #2 in director I think behind the Jellicle Ball duo. It just depends on if voters are all in for Ragtime or want to spread the love between that and Cats. 

theblackumbrella said: "Ragtime hands down. They've have a cast member on Broadway.com for a segment the past couple weeks, the LCT YT page posts recording studio footage or backstage costume videos weekly, the NPR Tiny Desk. Something that helps these precursors where Cats isn't eligible since it was considered for the PAC run is it gives Ragtime a chance to take the stage. I'm thinking it's going to be almost more competitive on who wins Revival. Actor, Actress, and Featured Actor are leaning towards Ragtime. Lear is #2 in director I think behind the Jellicle Ball duo. It just depends on if voters are all in for Ragtime or want to spread the love between that and Cats."

But let's not forget, Ragtime is not just an LCT production, it's also a Tom Kirdahy production and his shows have had insanely excellent TONY campaigns, maybe some of the best in the industry. Before this, Gypsy had a spectacular one last year, as did Hadestown back in 2019

Updated On: 5/13/26 at 05:38 PM

Kad said: "I feel like I’ve only been seeing Ragtime, Jellicle, and Lost Boys with any kind of pervasive and sustained PR push."

Kad, same here, I think Schmigadoon and Titanique are definitely doing something for a PR push, what it is exactly I don’t know but they definitely gotta step up their game…to get on the same level as the one’s you mentioned…grosses for Schmigadoon definitely got a significant boost in grosses after they tied with Lost Boys for the most nominations so we will see how that plays out in the long run

Not infrequently do those flashy Tony campaigns work against shows, particularly in the big categories. Lest we forget the 2004 Tony race. 

I do think Schmigadoon will ultimately take Best Musical with Lost Boys racking up in technical categories and having the ability to run on XX Tony Award Winner messaging for a bit. There was a lot of anger around Schminto the Woods getting canceled and the show is a love letter to the artform. Industry folks love that. So they're likely going the more personal route, than say Lost Boys being more present everywhere else like a blockbuster. 

For a nothingburger season outside of a few exceptions, the Tonys really could go all over the place this year.

TheSassySam said: "
I am sure somebody's going to correct you on the third season title, but I am here to say I prefer Schminto the Woods - lol!"

Yeah according to Cinco, it was originally gonna be called "Into The Schmoods," and seeing the show I pitched Cinco and Chris idea the idea that if they not only win Best Musical but also recoup, they could do the impossible and make the originally planned season 3 into a movie...