After a decade at the top, having amassed five multi-platinum albums and firmly established himself as a judge on The Voice, new album You Know I Know is a landmark release for the most successful solo male artist from The X-Factor. The album features his latest hit single Moves featuring Snoop Dogg plus other highlight tracks Love Me Again and Feel the Same with Nile Rodgers on guitar.
Murs performed to over 600,000 fans in 2017, so tying in the album purchase as an incentive for the presale for his 2019 arena tour, which was announced alongside the album, was a vital part of the campaign. Murs, his label Sony Music, management Modest! and promoter SJM teamed up with Ticketmaster Artist Services to build and promote a high-profile DTC album pre-order mechanic that allowed fans to gain 48-hour exclusive presale ticket access to the 14-date arena tour around the UK and Ireland.
Ticketmaster marketed the mechanic to hundreds of thousands of previous Olly Murs ticket purchasers, plus customers with a high propensity to purchase based on similar events via direct mail (shown below), a dedicated blog post and a series of strategic social posts.
Ticketmaster also created a destination landing page (shown below and located here) for all 14 tour dates to make choosing which show to attend quick and simple for Olly’s fans. The Artist Services team also created all the necessary passcodes for fans to access their tickets during the presale.
A resoundingly successful campaign, thousands of fans opted to purchase their copy of You Know I Know from the Olly Murs official store, and subsequently the artist presale was an immediate sell-out.
Full Tour Dates
Wednesday 1 May – BHGE Arena, Aberdeen
Friday 3 May – The SSE Hydro, Glasgow
Monday 6 May – Capital Arena, Nottingham
Friday 10 May – Genting Arena, Birmingham
Monday 13 May – 3Arena, Dublin
Tuesday 14 May – The SSE Arena, Belfast
Thursday 16 May – The O2, London
Friday 17 May –The O2, London
Monday 20 May – Metro Radio Arena, Newcastle
Thursday 23 May – First Direct Arena, Leeds
Friday 24 May – Sheffield Arena, Sheffield
Tuesday 28 May – Motorpoint Arena, Cardiff
Thursday 30 May – Echo Arena, Liverpool
Friday 31 May – Manchester Arena, Manchester
You Know I Know is available now on RCA Records, order your copy here.
To find out how you can use your tour plans to increase album sales with Ticketmaster contact John Talbot.
Ticketmaster Artist Services were busy scribbling notes in panels, sprinting between venues for gigs and picking up the bar tabs.