The Sheikh Jaber Al Ahmad Cultural Centre (JACC) is a world-class theatre that plays a strategic role in elevating the status of performance art in Kuwait. With more than 20 international, regional and local-inspired shows taking place each year, JACC has identified digital media as the core driver of ticket sales thanks to the ability to purchase tickets directly on the website.
The challenge was to raise awareness and drive sales for each show keeping in mind the number of shows and various target audience segments involved.
After identifying the target segments for each show, we devised a digital media strategy to effectively reach each one through stand-alone campaigns. Media channels included the Facebook Platform, Google Display Network, YouTube and Twitter. Using agency-owned data and data generated from the initial campaigns, we used Look-a-Like modeling to better target the various segments.
This approach resulted in a 280% increase in online ticket sales as the season progressed. JACC was able to attribute the bulk of its sales to digital advertising in addition to steadily raising the profile of the brand amongst the public.
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Kuwait City, Kuwait.