After a very careful assessment of the market, we identified three significant opportunities that had been missed. First, that Theatre Tokens was much more than just a gift voucher but rather a Universal Theatre Ticket – something with far greater perceived value in their eyes of its target audience. Second, Theatre Tokens had potential nationwide appeal, provided we could secure national retail distribution and theatre acceptance. Third, Theatre Token was far more than a Christmas only offering and had year-round gift potential.
We developed a fully integrated nationwide consumer campaign including Radio, Press and Poster Advertising, PR, Digital, Direct Marketing Retail POS, trade and consumer Promotions and a new Website.