Theatre Calgary, a live theatre company in Calgary, was experiencing drops in ticket and subscription sales post-pandemic. Their core audience of older, wealthier individuals was hesitant about attending in-person performances; and younger audiences returning to events weren’t part of Theatre Calgary’s main demographic due to ticket prices. As a result, they poured their focus into bringing patrons back and attracting new audiences.
Once someone experiences great live theatre, whether for the first time in a while or ever, they want to come out more often.
We launched a ticketing initiative with Theatre Calgary called Theatre For All, offering a fixed lower rate for 50% of tickets and removing the cost barrier. A standalone track of ads was developed to raise awareness of the offer and consideration of Theatre Calgary. At the same time, we garnered excitement for each upcoming performance through show-specific creative, going into market with out-of-home, transit, digital and social.
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