U.S.-based Disney on Ice turned to AVcommunications to help them reach ethnic communities in Canada. This included not only marketing and advertising efforts, but also ticket distribution among select groups. Without any brick and mortar presence in Canada, Feld Entertainment trusted AVcommunications to be their eyes and ears in the Canadian market. Our cultural outreach efforts contributed greatly to the growth of their audience share year after year.
Feld Entertainment wanted to increase ticket sales in multicultural communities and position Disney on Ice as an as a prime entertainment option for the family.
Multi-ethnic: South Asians, Chinese, Filipinos, Latin Americans
The AV Answer
For this segment, a big hurdle in seeing the show was the unfamiliarity of an online purchase at Ticketmaster and the additional fees that came with it.
AVcommunications revised the client’s ticket distribution model and converted ethnic businesses into ticket outlets. This allowed tickets to be purchased without the fees tied to online sales.
These marketing efforts prioritized ethnic communities that were most likely to appreciate grand productions including Indian and Russian markets. There was also emphasis on Hong Kong Chinese, Filipinos and Latin American communities because of their affinity with Disney on Ice back home.