ONCE Partners with C.F. Martin Guitar & Co

As part of an exclusive product integration, Martin Guitar and Strings will be the star of a new Broadway show, "Once", the musical based on the 2007 ACADEMY AWARD®-winning film of the same name. Throughout its run at the Bernard B. Jacobs Theatre, "Once" will exclusively feature Martin guitars and strings. Currently in previews, the show will officially open on March 18, 2012.

In addition to Martin being the exclusive provider of guitars and strings for the entire run of "Once", Martin instruments were also used on the original Broadway cast album, released by Masterworks Broadway, a label of Sony Masterworks, on March 13; and will be one of the title sponsors for the opening night festivities on March 18.

"We couldn't be more thrilled to be a part of this unique Broadway experience," said Amani Duncan, director, promotional marketing for C. F. Martin & Co. "Not only will this partnership expose our brand to an expanded segment of music lovers and consumers but it is the perfect opportunity for us to align with a play that is about the very genre of music on which our business is based."

"Once" tells the story of an Irish musician and a Czech immigrant drawn together by their shared love of music. Brought to the stage by an award-winning team of visionary artists and featuring an ensemble cast of gifted actor/musicians, "Once" is a musical celebration of life and love: thrilling in its originality, daring in its honesty... and unforgettable in every way. "Once" a book by award-winning Irish playwright & screenwriter, Enda Walsh ("Penelope", "Hunger", "The New Electric Ballroom"), the OSCAR®-winning music and lyrics of Glen Hansard and Markéta Irglová, direction by the acclaimed John Tiffany (Black Watch), movement by Steven Hoggett ("Black Watch", "American Idiot") and music supervision and orchestrations by Martin Lowe ("Mamma Mia!"). Tickets for the Broadway production are now on sale via Telecharge.com or by phone at 212-239-6200. www.oncemusical.com