CHALLENGE
• Change the perception of New Jersey residents that live professional theatre closer to home is worth a look, rather than travel into Manhattan. The goal being to increase website traffic across the NJTA theatre network
SOLUTION
A fully integrated three-phase campaign designed to capture the excitement that only live theatre can convey:
• Wild, unexpected headlines taken from theatre performances across the state
• Digital and social ads across endemic and non-endemic content
• Transit ads in key commuter locations
• Citi Bike rental location and on-vehicle ad campaign
RESULTS
• 66%+ increase in website visits
• 40% decrease in cost per result
• Over 1M impressions on social
• Over 120k unique views of the ads on social
• Over 20k unique landing page interactions
• Over 15k visits to theatre sites and a measurable lift in ticket sales
