Case study · Theater and performing arts
Weather targeted audio that sold tickets rain or shine
How Winstar matched streaming audio creative to local weather across New England to sell concert tickets for a performing arts client, returning 4.4x on media spend.
Sell concert tickets whatever the forecast
Outdoor and seasonal performances live and die by the weather. Our client needed to keep ticket sales moving across greater New England, including Boston, New York, Providence and the Berkshires, whether audiences woke up to clear skies or rain.
- Client: theater and performing arts organization
- Markets: Boston, New York, Providence and the Berkshires
- Channels: streaming audio, companion banners and second screen retargeting
- Flight: three months, April through June 2025
- Measurement: ticket revenue attributed against campaign cost
Let the weather choose the message
We built three audio creatives and let local conditions decide which one each listener heard, then layered audience, geography and device targeting to keep every impression close to a likely buyer.
Weather triggered creative
Clear Sky, Rainy and General messages rotated automatically based on real time local weather in each target area.
Precise audiences
Zip code and metro targeting around the venues, combined with behavioral and contextual segments for affluent listeners who love live music, theater, dance, opera and museums.
Smart speakers and podcasts
Delivery across Alexa, Sonos and Apple Podcasts, with second screen retargeting to reach listeners again on their phones and computers.
Weather messaging beat the generic message across the board
Impressions
- 97.2% average listen through rate
- 6.65% total engagement rate (clicks plus non click visits)
- 155,124 non click site visits
- Clear Sky and Rainy creatives outperformed the generic message on listen through
Average click through rate
- Clear Sky beat the generic banner in April and May
- Rainy beat the generic banner in June
Average click through rate
- 1.76M impressions
- More than double the 0.12% benchmark for retargeting banners
“The average order value for the Rainy Day message was higher than the other messaging.”
Adrienne Biehl, VP of Sales, Winstar Interactive MediaRainy Day buyers chose seats in the covered section, which is priced higher than the open section.Context makes audio work harder
- Matching the message to the moment lifted engagement over a one size fits all creative.
- The Rainy Day message did more than sell tickets: it sold higher value seats, which was the client goal.
- Non click attribution revealed more than 155,000 site visits that click tracking alone would have missed.
- Weather based audio is a proven, repeatable tactic for live events and seasonal businesses.
Audio first strategy for a Southwest destination
Weather triggered audio and podcast ads lifted click through rates by more than 200% for a tourism client.