Senior Moments

A seriously funny comedy revue with sketches, songs and fun from performers old enough to know better!

Senior Moments – a comedy show for old people – returned for its second national theatre season in 2020 and Milestone was once again engaged for the national campaign.

Campaign objectives were to gain maximum exposure for the shows, continue to build awareness and reach new audiences in new locations, and of course sell tickets to a predominantly 65yo+ audience.

Milestone activated a national campaign including traditional media coupled with a hyper-targeted paid digital campaign supported by an active social media presence.

Our approach returned strong sales, with high engagement and a strong and active audience on socials.

Projects

2019 | National Theatre Marketing, Digital and Social

2020 | National Theatre Marketing, Digital and Social

Results at a glance.

RETURN ON INVESTMENT ($)

1000 %

TICKET CHECKOUTS

OWNED DIGITAL REACH

0 k

MARKETING VALUE IN KIND

0 %

COST PER ACQUISITION

0 M

MARKETING

Developed a marketing campaign aimed at our core audience of 65+ females, with the primary objective of converting ticket sales.

DIGITAL ADVERTISING

Developed a considered and hyper-targeted paid digital campaign which saw a 4.66 million increase in reach YOY.

SOCIAL MEDIA

Managed the social media and community engagement, resulting in a strong and active audience.

MEDIA PLANNING

Built, bought and placed a national media buy including traditional print media, promotional placements, inserts, newspaper, magazines, paid social marketing and direct digital placements.

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. During this period we focused on hyper-local and local audiences rather than the travel market and expanded as travel restrictions and anxiety eased.

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. We developed a communication strategy for social media with simple and clear dated and timed updates across all channels. Some activity was paused when the final shows were cancelled due to Government restrictions.