The Story:

Today Tix entered the UK market in 2015, bringing a successful Broadway ticketing model to the west end. The launch of their app was a disrupter platform, taking what has traditionally been based on advance ticket sales and instead offering a spontaneous and agile method suited to younger audience groups.

They wanted to break into an extremely mature market with an entirely new proposition, and therefore, MAG needed to place TodayTix on the shopping list of West End theatre goers across a broad demographic spectrum. This also came with another challenge -to encourage the audience to book tickets in a different way to which they were accustomed.

The Strategy:

With the above in mind, our objectives were to:

•  Educate a broad audience on Today Tix’s’ unique selling points.

• Achieve share of voice against the brand’s competitors and standout in a very congested environment. 

• To increase app downloads, online engagement and ticket sales. 

So MAG applied a high impact campaign strategy and with clear, attractive creatives running throughout the year. Furthermore, a  broad reaching media plan evolved over time to keep messaging fresh, attract new users and deliver on KPI’s. 

Positive brand tracking results proved that awareness built well from the launch of the campaign.  And significant uplifts from strategic, tactical activity demonstrate a marked increase in business as a result of the campaign.