Pitch and proof

Dutch violinist and conductor André Rieu, best known for creating the waltz-playing Johan Strauss Orchestra, approached our team to promote his UK 2020 tour (covering 7 UK and Irish cities) in addition to boosting the profile of his new album/DVD, ‘Happy Days’ throughout the UK. Relying on a strategic marketing approach to target niche audiences, it has been a pleasure to work together in order to secure the success of these objectives.

Define

Initially taking time to drill down into the target audiences, our team identified internal media tools such as TGI, Nielsen Data, and BARB to research what are the most effective media platforms in order to reach these targeted groups. Making use of TV, press, outdoor and radio, the campaign was strategically placed to allow it to reach as many people as possible in the shortest time frame.

Develop

Quickly establishing that TV was the most direct and guaranteed path to reach as many of the target audience as possible throughout the UK, our team prioritised small screen, supporting it with OOH, radio, press and digital strategy.

Deliver

During the pre-release of the album, we experienced great overnight responses on Amazon as well as high pre-order figures. Directly after release, sales of 4,302 and pre-orders of 3,046 were noted with 99% physical and 1% digital. By the end of the first week of sales, Andre Rieu was No. 6 in the UK Pop Charts and Best non-UK artist during this period. Ticket sales for the tour dates have been high and continue to be strong across all locations.