Advertiser: TeatreneuAgency: The Cyranos // McCannCountry: Spain
Objectives
The general objective was to break down consumers’ reluctance to choose a form of leisure like the theatre and so build up audience numbers and at the same time increase average ticket prices. Specific objectives were:
Commercial objectives: regain a loss of 20% revenue due to the ticket price reduction. Teatreneu had been lowering the ticket prices and they were at an unsustainable revenue level.
Marketing objectives: regain audiences after a loss of 30% spectators in 1 year.
Communications objectives: increase awareness for Teatreneu to compete with...