Each event season, the Durham Performing Arts Center (DPAC) proudly welcomes some of the world’s biggest shows and stars to its 2,700-seat theater. For 15 years, DPAC has set the standard for excellence in the industry, consistently ranking among the top performing arts centers in the U.S.

Recently, DPAC welcomed some of Broadway’s biggest hits to North Carolina, including MJ the Musical, Mean Girls and Dr. Seuss’ How the Grinch Stole Christmas! The Musical.

While looking to drive incremental sales for each of these shows, DPAC introduced Ticketmaster Promoted to its marketing strategy. This new retail media network, available exclusively to Ticketmaster clients, offers innovative ways to reach new fans by advertising events directly on Ticketmaster.com.

Boosting Awareness

Over 35% of fans who visit Ticketmaster.com each month are there to discover or plan their next big event. By leveraging Promoted’s capabilities, clients can generate visibility and drive incremental ticket sales for their events, reaching these fans when and where they are going to buy tickets.

By utilizing native ad placements and sponsored listings on Ticketmaster.com, DPAC aimed to reach fans while they browsed for events.

Having an enhanced presence on Ticketmaster increased our chances of reaching potential buyers. Even those who weren’t initially searching for DPAC events might come across a listing and find themselves interested in purchasing a ticket, which we found to be very beneficial.”

Josette Roten

Director of Marketing & Sales, Durham Performing Arts Center

Capturing the Moment

DPAC’s interest in Ticketmaster Promoted was sparked by two key features: flexibility and control. With Promoted, there is no minimum campaign budget requirement or monthly subscription costs, which makes the initial setup straightforward and accessible.

This flexibility in determining timelines and budgets gives DPAC full control over campaigns.

As DPAC began to launch its campaigns, the Ticketmaster team was available to guide them through the platform, providing step-by-step assistance, monitoring performance and making personalized recommendations.

Impressive Results

DPAC’s Ticketmaster Promoted campaign delivered outstanding results, achieving a 4.7x return on ad spend (ROAS) across six different touring productions.

Most notably, MJ the Musical stood out with a remarkable 12.2X ROAS. Mean Girls and Dr. Seuss’ How the Grinch Stole Christmas! The Musical also performed exceptionally well, each achieving a 3.5X ROAS.

Creating an Impact With Promoted Ads

DPAC’s recent success demonstrates the positive impact that Ticketmaster Promoted can create for your business. Reaching fans when and where they are actively looking for their next live event can be a powerful addition to any event marketer’s strategy.

Getting started with Ticketmaster Promoted is simple for any client. The self-serve capabilities allow clients to purchase media on Ticketmaster.com directly from TM1.

Hear what our clients have to say about their experience with Ticketmaster Promoted.

Ready to get started? Log into your TM1 account to set up a campaign today!

If you don’t have access, please contact your internal admin for TM1 permissions or reach out to [email protected].

Please note: Ticketmaster Promoted is currently available only for U.S clients.

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Andy White, Freelance WordPress Developer London