Objectives
- Acquire 30,000 members (aggressive target) to the Free2go program over a period of 12mths.
- Members must be 17-20 years old.
Activity
- MW created a Free2go ‘stage advert’ to be performed at the beginning of all matinees of Romeo & Juliet performances (since this was part of the HSC curriculum, majority of audience were year 12 students).
Communication
- Flyers/application forms on seats, posters outside theatre, performers’ script
Results
- 3,487 unique visitors to the website
- 1,210 sign-ups (18% of the total audience signed up!)
- PR coverage through B&T and The Daily Telegraph
- Overall ‘Free2go’ campaign achieved targets two and a half months in advance
