Top-selling female country artist Shania Twain has been captivating audiences for decades with her unforgettable live performances. Always on the road to connect with her loyal and expansive fanbase, Twain brought the magic to Las Vegas with her highly anticipated headlining residency, Come On Over – The Las Vegas Residency – All The Hits!, which kicked off in May 2024.
Held at Caesars Entertainment’s 7,000-seat theater, PH Live at Planet Hollywood Resort & Casino, the residency offered an intimate, up-close experience where fans enjoyed many of Twain’s biggest hits and fan-favorite deep cuts.
Challenge: Maximize Awareness, Engagement and Ticket Sales for the Las Vegas Residency
In the competitive Las Vegas entertainment landscape, the Caesars Entertainment team needed a standout marketing strategy to cut through the noise and ensure that seats were filled night after night. To make it happen, they partnered with Ticketmaster, leveraging Promoted Ads on Ticketmaster.com to maximize visibility, fuel engagement and drive consistent ticket sales throughout the residency.
Solution: Fueling Demand With Promoted Ads
To ensure the residency was a resounding success from start to finish, Caesars Entertainment collaborated with Ticketmaster to develop a strategic, two-phase marketing approach using Promoted Ads.
This approach leaned on Ticketmaster’s managed marketing services, which give clients access to a team of marketing experts to build, launch and manage a customized marketing campaign. Caesars Entertainment worked with Ticketmaster to develop a strategic plan aligned with their unique goals, including multi-channel recommendations designed to reach new audiences and re-engage fans most likely to connect with the Shania Twain residency in key markets. While Ticketmaster handled strategy and execution, Caesars Entertainment maintained visibility and control through real-time reporting and performance insights.
Part 1: Driving Awareness With Premium Placements
The first phase of the marketing campaign focused on building and sustaining awareness throughout the duration of Twain’s residency. With shows scheduled over several months, it was essential to keep the residency front and center. Offering premium placements on Ticketmaster.com, Promoted Ads ensured the residency remained highly visible to engaged fans actively browsing for their next live event.
Part 2: Fueling Demand
As the residency approached its final stretch, the campaign strategy shifted to its second phase, which included a targeted push to highlight the remaining show dates for two months.
Messaging emphasized the limited ticket availability and the exclusivity of the shows with a variety of ad placements across Ticketmaster.com to spotlight Twain’s final performances. By delivering the messaging at the right time in the right place, the ads were able to drive urgency and encourage last-minute ticket sales.
Results
In collaboration with Ticketmaster’s team of marketing experts, the two-part campaign yielded an impressive 3.5X return on ad spend (ROAS) and delivered 730K+ impressions across the flights.
3.5X
ROAS
730K+
Impressions
Caesars Entertainment’s success with Promoted Ads is a powerful example of how Ticketmaster’s marketing solutions can spark awareness and drive real demand — whether you’re promoting a touring act, residency or a single show.
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