A cohesive and well planned CRM strategy delivered a record breaking ON-SALE for PW Productions and Toho Theatre. 

The arrival of a global brand in London’s West End is always thrilling and Spirited Away was no different. A big budget, hi-risk project that required us to maximise ATP and occupancy in the majestic Coliseum for a limited run meant that the ‘on-sale’ moment was crucial.

EMG designed and delivered a LEAD GEN / CRM campaign that generated an incredible 108,000 tickets sold in the first 24hr hours, just over £8M on box office revenue. This was a purely Digital Campaign supported by the PR announcement. We were then able to use the Sign-up data (over 140,000 names wanted to receive news about tickets) to supercharge the Digital Ad Platforms; an example of the power of first party data in Meta and Google that allowed us to quickly find the right audience using lookalike audiences and machine learning.

These solid foundations became the bedrock of success as we rolled out the full traditional and digital media campaign.