American Express Openair Cinemas

Our Strategy

As Openair Cinema’s incumbent digital agency partner, first, we initiated a comprehensive audit of their current strategy and digital infrastructure that was managed under their previous agency. We then conducted a thorough deep dive to identify and profile their target audiences across the 10 different locations. Once we knew who and where their high-value customers hang out, we carefully selected the most cost-effective digital channels to attract, target, and convert their most valuable audiences who were more likely to purchase.

With each venue running different sessions and films, we built automated rules to allow us to turn off specific campaigns in real-time based on ticket sale fulfillment and expired sessions, reducing wasted spend on traffic that wasn’t going to convert and significantly increasing conversion rates in the process.

To manage adverse weather conditions, a more holistic and fluid approach to budget management was adopted. This ultimately unlocked greater insights to more effectively manage budgets across channels, locations, campaign phases, and audiences, and ensure we hit their core campaign objectives of growing online transactions and reducing their cost-per-transaction from paid channels.

Performance was not only closely monitored on a daily basis for each location but also analysed against the same day the previous year to track YoY growth. Previous year performance trends from each location were also used to forecast seasonality and define campaign flighting to deliver better performance during key promotion periods and popular screenings.