The Swans Are Back

Background

The ballet Swan Lake was failing to attract the usual audience numbers, perhaps because of the lingering effects of the global financial crisis, perhaps because the average ticket price was on the high side at DKK 638 (about £71 GBP).

Target Group

25,000 users of cultural events with higher education and a high level of income were selected using the segmenting tool conzoom®private.

Campaign Goals

• Get 15% of the target group to visit the campaign site.
• Obtain e-mail permissions from 10% of the target group.
• Sell tickets to Swan Lake to 5% of the target group.