Overview

Blue Man Group, an innovative performance art and music experience located at the Luxor Hotel Casino in Las Vegas, offers a visual spectacle like no other. Renowned for its unique stage productions worldwide, Blue Man Group blends artistry with sound in a way that captivates audiences.

Objective

The primary objectives of this campaign were to:

• Create heightened awareness for Blue Man Group while enhancing the existing on-property experiential marketing campaign.
• Develop a fresh approach to maximize ticket sales, as previous efforts had fallen short.
• Generate excitement and drive ticket sales through striking visual elements and stronger branding.

Strategy

Kre8 Media was engaged to test various tactics to optimize ticket sales opportunities. The strategy included:

• Custom Uniforms: Designing and implementing brand-recognizable uniforms for the marketing team to enhance brand visibility.
• Set Weekly Schedules: Establishing regular schedules for marketing activities to ensure consistent engagement with potential audiences.
• Strategic Location Pinpointing: Identifying high-traffic areas for the experiential marketing teams to elevate brand awareness and encourage ticket sales.
• Top-Tier Model Ambassadors: Upgrading the marketing team with highly trained model ambassadors who are not only attractive but also knowledgeable about the show.
• Extensive Training: Providing in-depth training on Blue Man Group-specific talking points, effective ticket-selling techniques, and insights into Luxor property amenities.

Timing

The campaign was initiated as a 30-day trial, allowing for the evaluation of effectiveness before committing to a long-term strategy.

Tactics

1. Custom Uniforms: The visually striking uniforms helped create brand recognition and aligned the marketing team with the unique aesthetic of Blue Man Group.
2. Model Ambassador Talent: Engaging professional model ambassadors to represent the brand ensured that interactions with potential customers were appealing and engaging.
3. iPad Program: Utilizing iPads for ticket sales and information allowed for a modern approach to engaging customers and streamlining the ticket purchasing process.
4. Educate and Train Experiential Marketing Team: Training provided the team with the knowledge and skills necessary to effectively communicate the Blue Man Group experience and drive sales.
5. Custom Schedules/Locations: By carefully planning where and when to engage with potential audiences, the campaign maximized its reach and impact.
6. Built Consistency in Campaign: Maintaining a consistent presence in strategic locations reinforced brand recognition and consumer trust.

Summary

The results of the experiential marketing campaign were remarkable:

• 300% Increase in Ticket Sales: Within the first five weeks, ticket sales surged by an impressive 300%.
• Continued Partnership: Due to the overwhelming success of the campaign, Blue Man Group decided to extend the program beyond the initial trial phase.
• Significant ROI: The return on investment (ROI) from this experiential marketing initiative far surpassed any previous campaigns conducted by Blue Man Group.

Conclusion

Kre8 Media’s strategic approach to enhancing Blue Man Group’s experiential marketing not only increased ticket sales dramatically but also established a strong foundation for future marketing efforts. The combination of creative tactics, strategic planning, and top-tier talent proved to be a winning formula in driving success for this iconic Las Vegas attraction.