On 2 April 2018, STAR WARS™ Identities: The Exhibition landed in Belgium at Palais 2 – Brussels Expo. Running until 2 September 2018, this will be the exhibition’s last European stop.

The goal: To make an enduring impression

MB Presents, the promoter in Belgium, approved the inclusion of Ticketmaster’s Collector Tickets for this leg of the tour. The ultimate souvenir for fans, Collector Tickets not only provide access to an event, but also serve as a treasured keepsake. Featuring custom artwork from the event, they’re delivered with a convenient lanyard. The stylish cards then become part of the whole experience, forming a lasting memory long after fans leave the exhibition.

The challenge: Time constraints with the production process

Unlike previous legs in the tour, Collector Tickets in Brussels were integrated into the purchasing process. Standard production time for Collector Tickets is three weeks from initial order to delivery. However, because of early sales cut-off dates, some customers didn’t have the opportunity to choose a Collector Ticket because they wouldn’t be able to receive it until after the event.

The solution: Putting a new strategy into action

The decision was made by MB Presents and Ticketmaster to create a new upsell along with a special e-voucher. This would allow customers to order a Collector Ticket online and then receive it by presenting their voucher at the box office on the event date.

MB Presents then agreed to pre-print the Collector Tickets. Six different designs (ranging from C-3PO to Boba Fett) and a branded lanyard were created. All of the designs were created, sent, copyrighted and approved by “© & TM. Lucasfilm Ltd”.

Key results: Getting them directly into the hands of fans at the box office pays off!

The box office average conversion rate was impressive, with 17% of customers purchasing a STAR WARS™ Identities: The Exhibition Collector Ticket through the upsell. Compare this to the regular average conversion rate of 6%.

Read the full case study here.