Our target audience tend to buy late for performances, liking to keep their options open or waiting to organise a group to attend a performance. We needed to create a design that would launch the newest production from Sydney Dance Company and drive early ticket sales.
Create a visually arresting design that would stand out and create intrigue. Place the campaign elements in culturally rich areas such as boutique cinemas to encourage metro women to book a ticket. Campaign formats include A2 posters x 200, Avant Card x 60,000, Buses x 40, Trams x 20, JC Decaux x 210 in Sydney and 110 in Melbourne; 8000 programs.
The Interplay campaign has shown impressive early sales growth in comparison to previous shows.
With a week to go to opening night, we are in a really good spot to exceed targets. Forecasts predict at least 7,500 tickets will be sold. Pre-ticket sales currently at 3,082 for Sydney; 523 for Melbourne and 1,058 for Canberra.
Interplay Social media results to date: - 8,354 Twitter followers - 20,336 Facebook followers - Average daily Facebook reach of 6507 people (1 Jan 2014 til present) - 423,011 Facebook impressions (1 Jan 2014 til present)