Strong sales thanks to targeted Out of Home ad Carré's
"Art on Ice"
Art on Ice is one of the most highly attended shows in the world. This popular event has been held in Zurich for twenty years, attracting 60,000 people to the Hallenstadion each year. In addition to global music stars, Art on Ice also features top-class figure skaters performing to live music.
Once the stars have been announced there are around four months in which to advertise the event. The main marketing period is November and December, in which 60,000 tickets for Art on Ice Zurich are due to be sold. This requires an intense, focussed advertising impact, as the competition to sell tickets for events is particularly fierce during the festive season.
Media mix: Out of Home advertising, TV, radio, print, Internet, and social media platforms
Out of Home advertising formats: F12, F200, F200L, F24, ePanel, and Big L Poster
Out of Home advertising presence in the event catchment area, from St Gallen to Solothurn, with the focus on the greater Zurich area
Design: refined, elegant with the look & feel of the event, short, precise information
Measurement of advertising effectiveness using our own market research
On first contact, the poster achieves above-average awareness levels compared with all other advertising media. The image was well received and the geographic poster displays correlated with the geographic details of the ticket buyers, which is in turn an indicator of the campaign's effectiveness. Internal analyses also showed that when the poster presence is increased, ticket sales rise continually and sales figures stabilize.
+ targeted advertising impact
+ attractive design
= more effective poster campaign
- Factsheet (470.7 KB)
External study: "Art on Ice – what people think" The impact of the event