MONO.

A Three Person One Man Show

NSW Tour. March 2021

Return Fire Productions presented a brand new comedy from the smash hit “Senior Moments” team. Starring John Wood, Jean Kittson and Max Gillies.

A comedy tour de force from three of Australia’s best-loved performers. Max Gillies (The Gillies Report), Jean Kittson (The Big Gig) and John Wood (Blue Heelers) starred in “Mono”, with nine brilliant comic characters brought to life by three legendary performers, each delivering their hysterical monologues in 90 minutes of wit, fun and laughter.

Having previously been engaged by Return Fire Productions for Seniors Moments, Milestone was appointed to manage marketing strategy, paid digital advertising, social media, alliance outreach and media buy for this exciting new show.

Results at a glance.

1000

TOTAL DIGITAL IMPRESSIONS

TOTAL CLICKS THROUGH DIGITAL ADS

ORGANIC FACEBOOK REACH

DIRECT CHECK-OUTS INITIATED BY DIGITAL ADS

sTRATEGY

Milestone built out the strategy including identifying target markets, key messaging, channels and key timings for the campaign.

PROMOTION

Milestone worked with local groups to distribute discreet ticketing offers and grassroots marketing initiatives.

DIGITAL ADVERTISING

A fully integrated digital marketing campaign was deployed across Facebook and Google Search, as well as remarketing and content marketing campaigns.

MEDIA PLANNING

Milestone planned and booked relevant media across eDMs, print and local venue activation.

Campaign Summary.

Mono presented the Milestone team with quite a challenge: promoting a brand new show, on a tight budget, at a time when audiences were just starting to creep back to live events. Milestone rose to the challenge delivering a highly tactical, targetted, hands-on campaign that managed to entice a largely seniors audience back to the theatre.

Milestone’s approach was a multi-tiered digital campaign delivered in four phases: on sale hype and Christmas, awareness building, consideration and finally a highly targeted conversion phase.
Milestone also ensured that Mono was listed on all free and paid online listings in each of their 5 locations, and identified local media and social groups to target for discreet ticketing offers, promotions and other below the line initiatives.

Milestone worked proactively with each venue to maximise local activity and reach existing theatrical audiences in each region.

All in all the Mono NSW regional tour was a success, with a sell-out audience at Sydney’s Glen St Theatre and was extremely well received by audiences across the State.

As an untested new work, the show has been very well received with audiences, so hopefully we can do some more. It has been great to work with you again on our modest new venture. Thanks to you, Rose, Chris, Fiona and the whole team for your work and support, for all the ways we reached out to connect with those elusive audiences.
Kevin Brumpton, Return Fire