Live Nation is an events promoter and venue operator formed in 1996 to help concert promoters work together throughout the country. Since 2011, the Beverly Hills-based company has worked with Cirque du Soleil to place media in local markets where Cirque has big-top shows. When Cirque recently sought to boost ticket sales in the Boston area, it tasked Live Nation with developing and proposing the best possible media plan.
Live Nation has a longstanding relationship with Comcast Spotlight, traditionally using linear TV to build awareness and name recognition. Now with the specific goal of increasing sales in a single market, Comcast Spotlight recommended advertising in Premium Digital TV content. Live Nation and Cirque agreed to the approach. The subsequent campaign used geographic information to limit ad delivery to specific primary market areas, as well as Comcast’s proprietary set-top box data to find households within Cirque’s target demographics. Together, the geographic and set-top box data helped the campaign efficiently reach the right households. Based on further advice from Comcast Spotlight, the clients supplemented the campaign with an “Under the Big Top” consumer sweepstakes.
Ticket sales in the Boston area met the goals set by Cirque du Soleil and Live Nation and outpaced sales in comparable markets throughout the country.
“Comcast Spotlight’s broad reach in our market and myriad of effective advertising solutions allow us to reach a large portion of our target demographic with relative ease,” said Live Nation’s New England marketing director. “Not only is the Spotlight team passionate and a pleasure to work with, they are committed to helping us accomplish all of our marketing goals.”