‘Yanni World Tour 2014’ included over 20 countries of which Sri Lanka was one. The requirement was a competent creative and marketing agency to execute a high intensity 360 marketing campaign for the Sri Lankan arm of the tour. ‘Yanni; World Tour, Sri Lanka 2014’ was unprecedented in standard, cost and expectation. A first for the local entertainment industry! The requirement to produce results, in the form of 80% pre-bookings at unprecedented price points and with no-prior educative case studies and references, was unequivocal.
The exuberant event cost and seating limitations (of the largest indoor stadium in Sri Lanka), demanded the ticket categories be priced high, setting a local record for the highest priced ticket category for an event of this nature. In addition, the niche market appeal, limited marketing budget and the current lack of infrastructure to accommodate online ticket sales, factored into ‘Yanni; World Tour, Sri Lanka 2014’ being one of the most challenging, result oriented 360 marketing campaigns to be successfully executed to date.