Overview

Senior Moments – a comedy show for old people – returned for its second national theatre season in 2020.

The primary campaign objectives were to gain maximum exposure for the shows around the country, build awareness in existing areas and reach new audiences in new locations to promote the shows around Australia from January 2020. And of course sell tickets!

The core audience was 55-65 yo females. Milestone activated a national media buy across traditional Media coupled with a hyper-targeted paid digital campaign supported by an actively engaging on social media channels.

The campaign again saw very strong ticket sales, however the final two shows were cancelled due to Covid-19 restrictions.

Results at a Glance

1 m
Total Reach
0 %
ROI
1
Ticket Checkouts Initiated
1 K
Owned Digital Reach

Challenges & Responses

Bushfire Season

In September 2019 Australia’s bushfire season started early and escalated into catastrophic and unprecedented levels of devastation in regional areas across the country. With a number of our NSW venues in or near to bushfire affected areas purchasing was slower to build due to audience anxiety and some local restrictions around travel.

COVID-19

On 25 January 2020 the first case of Covid-19 in Australia was announced. On 1 March the first Australian death was reported. On 15 March, Federal Government announced a ban on gatherings which results in Melbourne shows being cancelled the following day and Perth shows were also cancelled on 18 March.

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