Digital Advertising Campaigns for Sierra Repertory Theatre

PROJECT OVERVIEW

Sierra Repertory Theatre is an award-winning professional arts organization operating out of two theaters in the foothills of California’s Gold Country serving 45,000 patrons each year. They reached out to Trillion to help increase ticket sales and strengthen awareness of their theater among those vacationing or traveling to the area for other activities. The theater had previously tried DIY advertising and was searching for a team that could provide better results.

Trillion developed a digital campaign for each of their eight mainstage shows, including planning, designing, writing, placing and optimizing the ads, utilizing Google Display advertising and Meta platforms. The digital ads are based on each show’s key art and used for four weeks before the show’s opening, then replaced with production photos and video content once the show opened. We tracked all ad metrics, making adjustments to maximize effectiveness.

RESULTS

Sierra Repertory Theatre saw a 38% increase in sales year over year, resulting in the highest ticket sales in their theater’s history. They also saw a 70% increase in the number of group bookings year over year. In the case of Elvis: The Musical, Sierra Rep had sold almost 50% of available tickets before the show opened, and subsequently sold out completely with more than two weeks remaining in the run, a first for the theater.