case study

Prague City Theatres

concept

The goal was to build a strong online identity for Prague City Theatres and connect creative content with performance marketing.

challenge

It was necessary to increase the theatre’s visibility online, reach a younger audience, and more effectively support ticket sales.

solution

We implemented a comprehensive digital strategy including social media, PPC campaigns, email marketing, SEO, and website optimization.

services

social media
website
graphics & design
online advertising
strategy

introduction

Od ledna 2023 v Městských divadlech pražských systematicky pracujeme na zefektivnění online marketingu s cílem posílit digitální přítomnost, oslovit nové diváky a zvýšit prodej vstupenek. Využíváme širokou škálu nástrojů – od správy sociálních sítí, přes výkonnostní PPC kampaně až po optimalizaci webových stránek a vývoj nových nástrojů a řešení. Naše strategie vede k měřitelným výsledkům a ukazuje sílu propojení tradičního divadelního umění s moderním digitálním marketingem.

social media

Správa a obsahová strategie sociálních sítí hrály klíčovou roli v komunikaci s publikem. Na platformách Facebook, Instagram, YouTube a Spotify jsme vytvořili konzistentní obsahovou strategii, která reflektovala dramaturgii a oslovovala diváky napříč různými segmenty.

facebook & instagram

regular posts, creation of Instagram Stories and Reels showcasing not only the productions themselves, but also behind-the-scenes content and the creative process

youtube

expanding video content to include trailers, interviews with actors, and behind-the-scenes insights

spotify

distribution of podcasts that deepened the audience experience and offered unique insight into the world of theatre

use of engagement strategies

interactive content, polls, Q&A sessions with actors, and creative campaigns to boost audience engagement

Results for the past
year on Facebook and Instagram

4.35 million
impressions

1.76 million
reach

52 thousand
interactions

83 thousand
profile visits

33 thousand
website clicks

+2300
followers

33 thousand
website clicks

+2300
followers

In addition to organic content, we effectively leveraged paid advertising on Google Ads, Facebook, and Instagram to target audiences more precisely.

google ads

optimized PPC campaigns focused on ticket sales, combining search, display, and remarketing formats

facebook & instagram ads

visually engaging ads promoting specific productions, targeted at different audience segments

dynamic remarketing

effective reminders of incomplete reservations and abandoned purchases

use of engagement strategies

interactive content, polls, Q&A sessions with actors, and creative campaigns to boost audience engagement

performance-driven PPC campaigns

In addition to PPC campaigns, we expanded our online marketing to include other key areas:

SEO

improving website content for search engines, with better structure and metadata to increase organic traffic

e-mail marketing

regular newsletters with segmented targeting led to a revenue increase from email campaigns by tens of percent

content marketing

creation of unique content for the blog, website, and social media that increased organic reach

web analytics

regular monitoring of Google Analytics and campaign optimization based on real data

comprehensive online advertising

The website of Prague City Theatres is a key sales channel. That’s why we focused not only on its management, but also on its continuous development and user optimization.

key activities

UX adjustments and testing to improve the user experience
improving website responsiveness and speed

website

Thanks to a strategic approach to online marketing, we significantly strengthened the digital presence of Prague City Theatres. The results of our activities have shown that combining traditional theatre with modern digital tools is key to reaching a broader audience. Going forward, we aim to:

further develop social media content with a focus on video and interactive formats.

further personalize email marketing

continue optimizing PPC campaigns and SEO strategy

test new technologies to enhance the audience experience

Our two-year online marketing project at Prague City Theatres has shown that well-defined strategies deliver tangible results and help the theatre reach new generations of audiences.

conclusion & future goals

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Prague City Theatres

introduction

social media

performance-driven PPC campaigns

comprehensive online advertising

website

conclusion & future goals

useful links

about

what we do

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contact

how we do it

Bilfinger SE

Prague City Theatres

Czech-Moravian Pipeline Company

SSŠMEP

VeggieDick

+420 773 122 157

info@manert.cz

+420 773 122 157

info@manert.cz

+420 773 122 157

info@manert.cz