The Challenge

This historical live action show based in the North East needed to raise more awareness of the exciting event.

Seeking to drive an increase in ticket sales, both within the immediate local area to encourage new & previous attendees, we were also challenged with expanding interest further afield and bringing new visitors to the event. 

The Solution

Analysis of past booking data identified the most likely areas we could encourage new visitors from. We also scrutinised the past 7 years booking patterns to understand lead times and it was clear late booking was becoming much more likely.

Using this insight to maximise efficiencies in key areas we devised a multimedia campaign using buses, billboards, radio, TV, BVOD, search and digital display.

A mix of brand awareness and response channels featuring a range of formats delivered exposure over a 5-month period. By creating an ‘always-on’ campaign over the key booking period we delivered a significant increase in interest in the event and a considerable impact on sales performance.

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