Selling out stadiums across Europe using press

Client

Marc Anthony is the top selling salsa artist in the world. The American singer and actor has 4 Grammies and 8 Latin Grammies to his name. Visit site: marcanthonyonline.com

Challenge

Marc Anthony’s Europe tour visited 7 stadiums across Europe with a total of 250.000 tickets. The task was a creating a promotion plan that would sell out each tour stop fast and cost-effective.

Work

As he had not performed in Europe for years, there was little data for demand. We prepared a multi-step approach, starting with the lowest costing options first (earned media) and higher cost options later (paid media).

As our first step, we leveraged the fact that he had not performed in Europe for a long time, and juiced up the message to make his announcement maximum news-worthy, in one carefully orchestrated moment through local PR agencies in each of the tour locations.

Impact

The tour sold out in a matter of days, over 6 months ahead of the first concert date. As such the pending paid media campaign (outdoor, online, radio, TV) was not necessary and the according costs were saved completely, except for a symbolic minimum of outdoor signage for local visibility, announcing the concert that was already sold-out.