Ticketmaster Mock Repositioning Campaign
research, strategy, and creative
Created in ADV4101 Advertising Copywriting, this assignment was a large-scale practice in each step of the campaign development process. From research to creative design, student groups had to work through each step together to determine a strategy-driven plan to promote a business of their choice. Following the Taylor Swift Eras Tour ticket sales in 2023, Ticketmaster faced major public scrutiny. To reconnect Ticketmaster with a young adult audience, we decided to run a repositioning campaign highlighting the simplicity and security of Ticketmaster’s buying process as well as the exciting experiences available only through Ticketmaster.
the assignment our professor used to place us in groups
One group.
Five different visions.
This project was as much about teamwork as advertising. The group was placed together based on our broad, shared interest in entertainment. After rounds of debate, we agreed on a shared frustration: ticketing. Ticketmaster was all over the news and social media as thousands described their negative experiences. Despite the complaints, some of us still preferred Ticketmaster for its variety and new queue system. Understanding both sides, we chose to run a campaign to reposition Ticketmaster as the top choice for ticket buyers.
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Putting our noses into the books... or browser tabs.
Although we decided on our direction, but we didn’t know how we’d get there. To better understand the problem, the brand, and how we could leverage both in our campaign, we dove into research. Examining everything from Ticketmaster’s business plans to user demographics across various media, we constructed a strong, factual foundation to establish our strategy.
some of the stats from our research
Reflecting on the research, we found that users aged 18-35 were highly displeased with Ticketmaster and that their main concern was the purchasing experience. Dissenting audiences needed to reconnect with Ticketmaster, not just in trusting the technology, but also in the brand and the experiences they provide. Though improving UX was out of the scope of this project, our research provided us with technical and purchase pipeline updates Ticketmaster had improved since the Eras Tour meltdown. We decided to focus on new special encryption updates and the addition of the SmartQueue system to shift the audience's emotional perception of the ticket-buying process.
Making the big decisions.
abbreviated from
the final project
Bringing our strategy
to life.
The final step in our journey was to create the deliverables and bring our strategy to life. The five of us all jumped in, creating promoted Facebook posts, organic Instagram posts, audio inserts, billboards, and magazine spreads (and all their mockups). Seeing everything come together was so exciting and inspired new ideas that we tweaked until they were perfected.
- use deep blues and cool tones
- show people! audience members,
people looking for tickets,
people move through lines
- slogan: SECURE YOUR MOMENT
- include slogan on every ad
with logo
- stay away from technical jargon
- stick with what's in a broader
audience vocab
Signed. Sealed. Delivered.
At the end of the semester, it was finally time to put it all together, compiling our research, strategy, and deliverables into a single booklet to present. While we faced the usual challenges of group projects and the occasional creative clash between members, what I learned working on this project is the importance of adaptability. Most of the decisions we made were not the original suggestion one of us presented. Working with a team means working with different likings, expertise levels, and skills, so we had to be flexible and let go of our egos. I learned that it’s okay to loosen my grip on my creative vision, allow others to strengthen and build upon it, and let the project grow to where it needs to be.
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