The Touring team were able to use their in-depth knowledge of ticket pricing and sales patterns across the UK to ensure ticket prices and potential income were maximised. Through detailed analysis of similar shows in the market, the team were able to create the best possible ticketing platform for Jersey Boys ensuring the highest possible yield at each venue.
The broad appeal of the production and the strength of brand meant that the use of bold formats was an ideal choice to create high impact, high visibility campaigns in each city.
Television and radio campaigns featured heavily in most regions offering clear and decisive ways to find and reach the perfect audience.
Social Media Campaign
Whilst we already had a notable following on these channels we knew that the majority of users would have already seen the show so in order to reach and engage potential new audiences, we had to take a secondary approach of connecting with the users of each venue's social media channels.
Working closely with the social media teams at each venue, we collaborated on various initiatives such as a live Twitter Q&A with the cast members which was publicised through our own channels as well as the venues' pages, helping to maximise reach and distribution of content to potential ticket buyers.
Paid activity upon every new venue on-sale also gave us the opportunity to acquire more fans from each destination and live tweeting at launches and press events throughout the tour helped us to capitalise on the buzz around each event and harness publicity from VIP attendees.
During this time the official hashtag
generated an estimated 1 million impressions
and the cast answered almost
400 questions over a 1 hour period.
On the day of the Tour launch in Dublin we
generated over 125,000 impressions from our active users.