Canberra Theatre Centre brings some of Australia’s best live performances to the capital. But filling seats takes more than putting a show on sale.
Every production has a different audience, a different sales cycle and a different opportunity to capture attention.
FIBER works with Canberra Theatre Centre as a digital growth partner, bringing strategy, creative and performance marketing together to connect audiences with performances – and turn that attention into measurable ticket sales.
BE FOUND
Different shows attract different people. FIBER uses audience insights, search behaviour and campaign data to identify and reach the people most likely to be interested in each production.
Through paid search, social advertising and targeted digital campaigns, we capture existing demand while introducing performances to new potential audiences.
The goal isn’t simply more visibility: it’s the right visibility.
BE CHOSEN
Being seen doesn’t fill seats.
Campaign creative, messaging, targeting and the digital journey all need to give audiences a compelling reason to take the next step.
We continually analyse which audiences, campaigns, messages and creative are driving action, then use those insights to move more people from discovering a performance to buying a ticket.
STAY CONNECTED
Not everyone books the first time they discover a performance.
Retargeting allows Canberra Theatre Centre to stay visible to people who have already shown interest, reconnecting with potential audiences as they continue to consider their options.
Instead of allowing that first interaction to disappear, we use it to create another opportunity to convert interest into attendance.
GROW
FIBER tracks performance across campaigns, audiences, channels and conversions to understand what is actually driving ticket sales.
We use those insights to continually refine targeting, creative, budget and strategy—putting more investment behind what works and reducing spend where it doesn’t.
It turns individual campaigns into an ongoing cycle of learning, optimisation and growth.
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