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How to reach a specific audience and make them want to by a ticket?
Entertainment
Omnichannel Media Consulting & Activation
Reaching the hearts of classical music lovers
Lucerne Festival is one of the world’s leading international classical music festivals, held annually in Lucerne, Switzerland, since 1938. With renowned orchestras, conductors, and soloists, it offers at the KKL Lucerne a roughly five-week festival in summer alongside three shorter festival editions in spring and autumn.The Summer campaign was designed with a clear ambition: to meaningfully connect with passionate classical music enthusiasts and inspire them to secure their seats for the Summer Festival 2025.
Solutions
Over a two-month period, a multi-channel advertising strategy was deployed across complementary platforms to maximize reach and drive conversions.
Google Ads served as the primary conversion-focused channel, delivering a high CTR of 22.76% through strong ad relevance and precise audience targeting.
Programmatic Display broadened audience reach while reinforcing search-channel performance and keeping the festival top-of-mind.
Demand Gen, tested for the first time, proved a valuable addition to the media mix, contributing significantly to total orders generated.
Together, these channels formed a cohesive ecosystem that reached the right audiences at the right moments, driving ticket sales and engagement.
results
The campaign delivered outstanding results, surpassing expectations across all key performance indicators. The ROAS target of 8.67 was exceeded by more than double, reaching an impressive 17.8, a clear testament to the efficiency of the overall media strategy.A total of 2'376 orders (tickets) were generated at a Cost Per Order of just CHF 6.29, representing a remarkable 72% below the initial CPO target, demonstrating how effectively the budget was allocated and optimized across channels to maximize returns.
ROAS
CPO
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