The English Touring Opera is limited in their ability to capture data on their current customers with their current website preventing them from gathering crucial information that would help improve their online offering to current and future customers.
It was important from ETOs perspective that the site created anticipation around the approaching production, as a result a microsite to promote seasonal performances was created. A restricted, behind the scenes option was made available to encourage users to register and view exclusive content and a countdown timer was used to increase urgency and anticipation.
ETO had a greater understanding of what content was available and what the user would like to see and so we conducted a co-design workshop with the ETO team and established what we would include on the microsite.
"The approach is smart, it engages the audience in a creative way and does ETO proud.”
Andrea Perseu, Head of Marketing at ETO