Working with Capital Theatres in Edinburgh, Cole AD delivered a media buy and planning campaign that was taken across Scotland. This time, it was to promote the ticket launch for Les Misérables – coming to Festival Theatre in January 2019.
Les Misérables is a worldwide phenomenon, so we knew there would already be keen interest in the production coming to Edinburgh again. We capitalised on this built-in interest by securing popular and visible sites in Edinburgh and beyond.
Our agency planning team bought media space covering key outdoor sites, digital billboards at Waverley Station and traditional press across Scotland.
Launch campaign results…
As a result, our client celebrated their biggest ever show ‘on sale’ day. With nearly 12,000 tickets sold on the first day of release, this set a new record. The initial sales for Les Miserables were over 4 times the previous record set by Miss Saigon. We were also in charge of the media buying and planning for that production when it went on general sale in Nov 2016.
Prior to opening night, the run at Festival Theatre was a complete sellout. What a fantastic result for Capital Theatres!
And for further examples of the kind of media buy and planning campaigns we conduct at Cole AD, click here.