The Challenge
Citizens opened a new 4,500-capacity music venue in Pittsburgh's Lower Hill District. We needed to announce the opening and show fans how their Citizens card makes the concert experience better.
The Insight
Citizens cardholders get exclusive perks that make it easier to secure tickets and get in the door.
The Approach
We made Presale Access and Skip-the-Line entry the heart of the campaign. Across every touchpoint, the Citizens card became a pass to a better live music experience at Citizens Live at The Wylie.
What We Did
We launched with "Now Open" social videos, followed by Uber ads reaching fans on their way to shows. In-venue animations reinforced the perks, while branch window clings, a campaign postcard and a launch email extended the message beyond the venue. The email also drove entries to a "Tickets for a Year" sweepstakes.
My Role: Associate Creative Director
Social
Uber Ads
Email
Postcard Flyer
Credits
Associate Creative Director: Andrew Ralston Smith
Copywriter: Val Maass
Designer: Becca Charlier-Matthews, Jess Boudreau
Animator/Editor: Becca Charlier-Matthews
