Case Study
Today Tix

MAG - Today Tix.jpg


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.


The Challenge

  • 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. 

Our Objectives

  • 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.

The Strategy

  • 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.


The Results


Record attendance figures up 5.35% YOY*.


77.5% seat occupation*.


Revenue topped £700m*.