A Night Less Ordinary
Arts Council England
Goals
Arts Council England managed an initiative to provide free tickets to theatres for under 26 year-olds on behalf of the Department of Culture, Media & Sport.
Central to the campaign was getting the word out to a wide circle of young people, raising awareness and encouraging take up.
As a two year initiative, it needed to reach new audiences, provide a sustainable legacy of increased engagement in theatre by young people, and raise the profile of the Arts Council among the target group.
Solution
A Night Less Ordinary was launched in February 2009 as a national campaign. We developed the website to act as a focal point for campaign activity, allowing people to find out about the initiative and search for participating theatres in their area, and then, through the individual theatres get the tickets.
Additional content on the site includes an anagram game, videos of stage stars involved in the scheme, competitions, special offers and polls. Additionally, links to the Facebook and YouTube group encourage visitors to experience and share the campaign message in a number of different ways.
Results
The site exploded into life in February, with over 40,000 visits in two days. There has been ongoing press and marketing activity to keep the campaign at the front of people’s minds.