Cannes Lions

THEATRE

MRM PARTNERS, Minneapolis / PENUMBRA / 2003

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Synopsis: The 2002-2003 season is a celebration of Penumbra Theatre's 25th year and exclusively features the works of famed playwright August Wilson. Penumbra embarked on a transformation of its visual image, creating an integrated look/feel across all marketing efforts. Penumbra saw the Internet as a perfect vehicle to improve awareness and perceptions of the Theatre while integrating the new look/feel and increasing season and individual ticket sales.

Objectives:Site Objectives included:1.Increase tickets sales Season tickets are a priority (pre-season)Individual tickets are a focus once season starts.Encourage new, younger, more diverse audiences to attend2. Increase awareness of the theatre and its role in the community3. Promote 25th anniversary and integrate new marketing creative Results:A dramatic rise in the sale of season and individual tickets, leading to sold-out performances and extended runs of two of this season's productions. Much of this can be attributed to the Theatre's new web site, which has increased ticket revenue by nearly 25% through the web site alone.Target Group:Primary: Middle-and Upper-Class Theatregoers (60% white, age 40+, suburbanites, higher income and education)Secondary: Media, Talent, Educational Constituents, Students, Financial contributors

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