Case Study

Disney On Ice

Shifting the target audience to drive up revenue

Disney on Ice was opening at the Dunkin Donuts Center in Providence at a challenging time of year in the entertainment world, September (back-to-school).  The previous year had seen a lull in ticket sales and as such Feld Entertainment, producer of Disney on Ice, brought in Immerse Agency to oversee the date.

The work resulted in over 20% increase in revenue.  How?

Immerse Agency ran a detailed analyses of past sales trends to determine that a significant portion of attendees were traveling in from Massachusetts, a market that hadn’t been a focus for past engagements.  This customer base also showed a tendency of purchasing higher priced tickets:  Front sections, suites, VIP passes….

Immerse Agency redefined the geographic target for the date and repositioned previous marketing mixes to focus on the expanded region.  A layer of zoned cable, billboards and targeted online advertising was added to the mix focusing on the border towns in Massachusetts that had a previous propensity to buy.  From this region we grew sales significantly which  increased the total revenue by over 20% year-over-year.  Sometimes the secret to your success lies in your existing data…… you just need to know where to look.

Disney on Ice Let's Celebrate