Over the past 144 years, Ringling has held a special place in the hearts of many as the Greatest Show on Earth. So much so, that when the US needed to halt railroad transportation during the Depression, Ringling granted an exception to boost America’s spirits. The marketing strategy needed to uphold the transition of the circus while feeling organic to the local culture of 90 plus cities.

Strategy: To gain a larger digital footprint, localized landing pages were created. These sites were then promoted using high impact media placements. Since all markets are not created equal, plans were customized to market size and demographic behaviors. To measure the effectiveness of the efforts, it was imperative to get revenue tracking. Working cross-functionally, the team became the first partner in history to get ticketing data directly from TicketMaster. 

Tactics used: Google search, SEO, social media, mobile marketing, online video, custom reporting, audience targeting, web design

Results: Grew digital program by 100% year over year by supporting 150+ shows.