Selling out events during turbulent times
Hosting events live with a comprehensive safety concept, Lucerne Festival could no be sure how attendance would be affected during the pandemic. In the end it was a good decision to run campaigns via the Future Demand platform, which increase the attendance for one event by more than 20%.
Despite many regulations being lifted during the summer, the live event industry and cultural institutions still found themselves navigating very uncertain times. Nevertheless, Lucerne Festival did not want to forego providing outstanding live cultural performances in their venues as they have been doing for several decades. With a comprehensive safety concept, Lucerne Festival was able to host 1,000 people at their events live and in person.
Challenge
Initially, the organization wasn’t completely sure how demand for their Summer Festival would be affected by the current situation, especially the long down-time beforehand. They needed to convince their audience that it was still a good and safe idea to attend events in their ongoing Summer Festival.
Solution
Lucerne Festival decided to run campaigns with Wave aimed at reassuring their audience and driving attendance for the ongoing Summer Festival.
Results
- Clicks generated: more than 2,000 across the campaigns.
- Additional sales revenue: a solid 5-digit sum for just one event.
- Increase in attendance: the promoted symphony concert grew by 21%, so that the event was completely sold out.
- Return on ad spend: reached a factor of nearly 12.
This showed that Future Demand could help bring customers back to live events, even during the industry’s most turbulent times.