The Miami-Dade Country Auditorium (MDCA) is a distinguished and professional performing arts venue, presenting audiences with artistically creative, bilingual performances in theater, dance, music and more. Matrix2 developed MDCA’s brand identity and positioning: its tagline “Lo mio en vivo” (It’s my thing live”) speaks directly to the Hispanic community that it serves. The agency continues to provide creative direction and branded advertising for all its performances, including its popular holiday series.
For the holiday programming at Miami-Dade County Auditorium, the performances consisted of three shows consisting of traditional, jazz and classical holiday music from the U.S., Venezuela, Puerto Rico and Cuba. In order to effectively allocate our dollars to maximize our reach, the agency proposed advertising all three shows under the umbrella of our “holiday series,” utilizing a diverse media mix including print, radio, digital and social media advertising.
By marketing the three holiday shows together, we were able to optimize our budget by 40%, maximize our reach, increasing website traffic by 58% and boost ticket sales by 30% over the previous period.