Online Marketing Case Study: Theatre Under the Stars

The Client

For nearly 75 years, Theatre Under the Stars has brought soaring works of song & dance to the crown jewel of Vancouver – Stanley Park. So much more than just a night at the theatre, TUTS interweaves a kaleidoscope of elements – setting, scenery, concessions, and quality art – into a fun, encompassing experience that is much greater than the sum of its parts.

 

The Campaign

Laura Murray Public Relations was hired to provide a full-scale marketing and communications campaign for their 2014 presentations of?Shrek: The Musical?and?Legally Blonde: The Musical.

 

In addition to publicity, promotions, advertising, social media, and consulting, LMPR provided a multi-platform digital advertising campaign to drive awareness and sales.?

 

Campaign Components

The online marketing campaign used a variety of tools to reach potential audiences at various stages in the purchase process.

 

A search campaign delivered sponsored Google results to local individuals searching for entertainment options and to international audiences researching visits to Vancouver:

 

Vancouver-Musical-Theatre

 

 

Vancouver-Things-to-Do

 

 

On Facebook, campaigns ran in the newsfeed of Lower Mainland individuals who had expressed interests in musicals, theatre, Disney films, outdoor cinema, and similar activities – or who had attended TUTS in past seasons:

 

?TUTS-Facebook-Early-Bird

 

 

Using the Google Display Network, various sized banner ads reached desktop, laptop, and mobile users on a network of more than 30,000 websites. The ads were served to individuals whose browsing history indicated an interest in the performing arts- or who had previously visited the TUTS website:

 

TUTS-Weather-Network

 

Treehouse-TUTS

 

 

TUTS-Globe-and-Mail

 

On YouTube, a 0:15 commercial ran before the videos of individuals who expressed an interest in musical theatre or previously visited the TUTS website:

 

Theatre Under the Star’s 2014 Season opened last night (July 15) with?Shrek: The Musical?and continues with tonight’s opening of?Legally Blonde: The Musical. The productions alternate evenings until August 23.

 

For tickets & info, visits tuts.ca.

 

Categories: Case Studies