Young knight(s) at Theatre Bonn
Sometimes it can be hard to find the right audiences if you leave your traditional paths. Theatre Bonn overcame exactly this by promoting two performances of their new family opera and could welcome hundreds of new visitors to their venues.
With Iwein Löwenritter, a family opera in two acts, Theater Bonn embarks on an adventure far from traditional paths. The opera by Moritz Eggert is based on a knightly epic from the 12th century, which was retold by Felicitas Hoppe in a book for young people. Iwein is a young and strong knight who is terribly bored at court and therefore goes off in search of adventure. In the process he finds his great love Laudine and loses her by a hair, meets a very special friend and fights dragons - always between the great themes of honor and friendship and the struggle for good and evil.
Challenge
Sometimes it can be hard to find the right audiences when you leave your traditional paths. Theater Bonn wanted to win new audiences for two of the eight spring 2022 performances of its new family opera. Both events took place in the Great Hall of the Opera House, which has a capacity of just over 1,000 seats.
Solution
Theater Bonn promoted the two performances via Wave. The interest-based approach was great for reaching audiences who may be less familiar with classical opera and not regulars at the theatre, with the campaigns run via Facebook.
Results
- Additional tickets sold: 375 in total, accounting for about a third of the total audience for the two events.
- Return on ad spend: a convincing almost 9:1.
- Additional turnover: more than €6,000.