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.



Immerse Agency ran a detailed analysis of past sales trends to determine that a significant portion of attendees traveled in from Massachusetts, a geographic territory that hadn’t been a focus for previous engagements.  This customer base also showed a tendency of purchasing higher-priced tickets:  Front sections, suites, VIP passes & more.

Based on this analysis, we 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.



We grew sales significantly from this region, 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.

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