andrew asnes presentation at the travel marketing summit 2015
TRANSCRIPT
Broadway Audience
2013–2014 • 8.52 million tourists visit Broadway shows• 70% of all tickets.• Domestic tourists account for 49% of all Broadway tickets• International tourists, 21%.
• Theatergoer profile:• average annual household income of $201,500• 78% had completed college and 39% had graduate degree.• Average age of ticket buyer: 44 years old
Broadway Purchasers
• Playgoers: 8 shows in the past year– specific performer as the greatest lure.
• Musical attendees: 4 shows.– personal recommendation was the most influential factor in show
selection• The most popular sources for theatre information were word-
of-mouth and Broadway.com.• 54% purchased their tickets online. Steady online purchasing
growth• Tickets bought36 days before the performance on average.• 25% said some kind of advertisement influenced their purchase
decision.
Compete for Eye Balls
• Methods• Group presentations• TKTS• Online digital ads• Partnerships• Print pubs• SEM campaigns• Facebook ads• Outdoor• Email campaigns: targeted, segmented