We’re helping STAR WARS™ Identities: The Exhibition create a lasting memory for its world tour.

sw2_chart_forgs.jpgSTAR WARS™ Identities: The Exhibition is an incredible modern exhibition experience inspired by the adventures of Luke and Anakin Skywalker, the Jedi heroes of a galaxy far, far away. An all-encompassing collection of costumes, models, props and artwork spanning the past 40 years, it allows fans to see these two heroes along with all the other unforgettable characters of the Star Wars universe in truly unique way. Plus, with new films still being released the interest in the saga is sure to carry on for generations to come.

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”.

We gave the venue our stock of lanyards and cards. A total of 6,000 were printed and distributed to the Brussels Expo venue.

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%.

The two most popular characters for Collector Tickets were Darth Vadar and Yoda.

For more information including price details about our Collector Tickets, please email sales@ticketmaster.co.uk or call 020 7980 4440.

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