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.