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 offering a spontaneous and agile method suited to younger audience groups.
Breaking through an extremely mature market with an entirely new proposition.
Mag needed to put Today Tix onto the shopping list of West End theatre goers across a broad demographic spectrum.
Another challenge was to encourage the audience to do things in a different way to which they were accustomed.
To educate a broad London audience on Today Tix’s’ unique selling points.
To achieve share of voice and standout in a very congested environment.
To increase app downloads, online engagement and ticket sales.
A high impact campaign strategy was applied from launch, to deliver on objectives and across key points throughout the year.
Clear, attractive creative, and a broad reaching media plan evolved over time to keep messaging fresh, attract new users and deliver on KPI’s.
Positive brand tracking results prove that awareness built well from launch.
Significant uplifts from strategic, tactical activity demonstrate a marked increase in business as a result of working with mag.
*total west end theatre attendance.
Record attendance figures up 5.35% YOY*.
77.5% seat occupation*.
Revenue topped £700m*.