The "Three Great Plays" Package

Objective:
Create a sales package consisting of three highly anticipated plays in the 2007-2008 Broadway season - August: Osage County, The Homecoming, and November – enticing ticket buyers to purchase tickets to all three for one price and thereby increasing ticket sales.

Elements:

• The “Three Great Plays” package offered ticket buyers the opportunity to purchase tickets for August: Osage County, The Homecoming, and November for a combined discounted price of $199, plus a service fee. In order to receive the full discount, ticket buyers were required to purchase the three shows together.
• Details regarding the package lived on a micro-site, www.3greatplays.com, that directed ticket buyers to a site developed by Telecharge.com via Broadwaygetaways.com where the package could be purchased.
• Also established a $249 ticket package for weekend performances for American Express buyers.
• Ticket buyers had the option of purchasing tickets via the Telecharge.com micro-site or via telephone. In order to view seat locations, ticket buyers needed to purchase via telephone.
• The package was launched via an industry/press party at the Delta Sky Lounge in December 2007. Guests included cast, creative, and press.

Overview of Results:

• The program generated a combined total of over $50,000 in ticket sales.
• Press mentions in The New York Times, Variety and New York magazine
• Promotional exposure in The New York Observer, Time Out NY and The Doubletree Hotel in Times Square