The Mission

The AKA touring and venues team were engaged to manage the full service marketing and advertising campaign for the first ever UK tour of Jersey Boys. Continuing the success of the show in the West End, the key objective was to establish the brand across the UK & Ireland to reach as wide an audience as possible in order to maximise ticket sales and revenue opportunities for the production.

Challenges

Although an established brand and a successful musical, Jersey Boys would be entering a highly competitive market place with a significant number of musicals touring the UK at the same time. The key challenge therefore was to create a campaign to enable Jersey Boys to stand out and become the ‘must see’ show at each venue.

The Campaign

It was critical to focus the campaign in each local market on the strength of the Jersey Boys brand, the ongoing popularity of the music and the continued worldwide success of the show. This strategy was to ensure the show became a ‘hot ticket’ in every city on the tour, resulting in a very high level of ticket sales.


Ticketing Consultancy

Ticketing Consultancy

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.

Media Choices

Media Choices

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.

Campaign Highlights

Launch

To launch the national tour we organised a large event for key bookers and press in order for them to gain a better understanding and history of the show and to generate excitement and interest. It was an opportunity to get national and regional coverage and to ensure the most effective on sale campaign for the tour.


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.

Introducing Jersey Boys to a new territory

Jersey Boys played its first ever season in Ireland during the tour, running for three weeks at the Bord Gáis Energy Theatre in Dublin. 

A carefully planned three phase campaign enabled us to firmly establish Jersey Boys as a highlight of their season resulting in a near sell-out run. To achieve our objective we focused on delivering a strong outdoor campaign supported by TV and Radio to highlight the music and reach the wider audience. This was followed with a high profile launch event for key bookers and press as the campaign increased in intensity to keep the momentum alive.  The campaign was exceptionally successful and ultimately led to one of the strongest three week seasons in the theatre’s history.

Watch Trailer

Results

Jersey Boys has broken several box office records across the UK since the tour began and has been the highest grossing two week production at multiple venues with an average attendance of 90%. Often selling out weeks in advance, the high level of ticket sales has maximised revenue by selling out in advance and the 90% is unprecedented.

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