Ticket sales forAustria's musicians

TöchterSöhne represents some of Austria's best-known artists, including AUT of ORDA, folkshilfe, Ina Regen, AVEC, Lemo and Julian Le Play. Ticket sales for the tours across Austria needed targeted support. Each concert venue had its own requirements: different catchment areas, varying booking levels and its own pace of ticket sales.

A broadly distributed campaign would not have adequately accounted for these differences. The key was to reach the right people around each concert venue and deploy the available budget where tickets still needed to be sold. At the same time, communication was intended to lead directly to ticket purchases.

The goal was clear: concert halls were to be filled with efficiently delivered social media campaigns. This required precise targeting, suitable content and ongoing adjustments to the actual booking level at each venue.

The strategic approach focused on regional targeting and ongoing optimisation. The campaigns were tailored to the respective concert venues and reached people in their immediate vicinity. The most successful songs by the respective artists were used as attention-grabbing hooks.

The campaigns led directly to the ticket sales pages with clear calls to action. At the same time, ticket sales at each venue were continuously monitored. This allowed the budget to be adjusted flexibly: campaigns could be scaled when demand was high or stopped as soon as a concert sold out.

Geo-targeting around the concert venues: The campaigns reached target audiences in the vicinity of each venue.

Music as a campaign hook: The most successful songs by the respective artists were used to generate attention for the concert dates.

Direct call to action: With “Secure your tickets now”, the ads clearly led to the next step: purchasing tickets.

Dynamic campaign management: Ticket sales were continuously monitored. The budget could be adjusted according to booking levels.

Flexible management by location: Campaigns could be quickly scaled up or stopped, depending on how many tickets were still available at each location.