Moonlight Musicals / Wizard of Oz Digital Campaign

Situation

Moonlight Musicals is a Lubbock-based community music theater company. The Price Group developed their original identity, and then in anticipation of the company’s 10th anniversary, was tasked with updating their overall brand, as well as marketing for their productions. Wizard of Oz was the first show The Price Group promoted for Moonlight Musicals after the rebrand.

Objective

Elevate the image and marketing to match the quality of productions staged by the well-established company, and ultimately, increase ticket sales.

Solution

TPG produced video interviews and designed illustrations featuring the lead characters. The campaign utilized Display and Pre-Roll ads. Our targeting included ages 25-64 living in a 100-mile radius of Lubbock, TX. We also included interest-based targeting of theatre, Broadway, live shows and live events.

Results

The campaign delivered 1,328,385 impressions with more than 1,500 clicks to the Moonlight Musicals website. It also resulted in 5,511 tickets sold, which was 500 above our goal.