Media Works’ mom-centric strategy delivered sell-out results in Baltimore and Washington.
The Circus is the “Crown Jewel” of the Feld portfolio, which also consists of Disney on Ice and Motor Sports shows.
The Marketing Objective
The Greatest Show on Earth comes to Baltimore and Washington DC every year with the expectation to exceed the previous year’s paid attendance and overall show revenue.
Media Works’ Approach
Media Works recommended a multi-media strategy built upon the documented media habits of moms of young children. Through our syndicated and sourced research, we customized a media mix heavy with visual media, such as digital billboards, broadcast and cable television with select stations that delivered the dual-attention of kids and their moms. With kids potentially asking parents about the show, we achieved 360-degree awareness.
We also worked with local radio stations in both markets to secure value-added promotions and manage a trade program (tickets for spots) to further extend the cash-buy media. Value-added promotions included having a radio personality (DJ/host) open a night of the show, as well as awarding Family Packs of tickets or behind-the-scenes experiential prizes to winners of on-air contests.
In 2013, the Circus broke the record in the Baltimore market for ticket sales, as well as concession revenue. Paid attendance was up by more than 15,000 people from 2012. The 2013 shows were an outstanding success.