What services and expertise were required?
Ticketmaster provided online ticket sales, call centre services, marketing and promotional support, plus box offices at the event and access control. To enhance the smooth running of the event each year and to share ideas and exchange feedback, the team ensured they worked closely with the event partner at all times.
Due to the ongoing partnership with the client, it was important to ensure consistency in approach and therefore the overall project team at Ticketmaster has been maintained each year. The various teams supporting this event includes client services, marketing, sales, event services and product, lead by the project manager Elisabeth Volkers and our in-house equestrian expert Anna Montgomerie.
What were the challenges?
Multiple events across many different venues will always present a challenge for both the client, its partners and the ticket buyers. It was therefore critical that Ticketmaster ensured that the point of purchase was made simple, clear and concise to ensure a smooth purchase journey for fans. The team also took great care to ensure that the needs of club members' and local residents in close proximity to the venue were met. As the event naturally develops and elements change each year, it was important for the team to exercise great attention to detail and flexibility to find solutions to every challenge that was presented.
What was unique?
Ticketmaster has a long-standing expertise in the equestrian industry and an experienced and passionate team that know and love the sport inside out. With the knowledge, tools and data science required, the task of identifying existing and new fans of the sport is made easier which in turn helps to expand the sport's popularity and grow the client's business further.
As a result of the popularity of the sport in Germany, in particular, the team worked with the client to develop a special branded gift card which was available to purchase online.
The team also worked with the client to develop a special Valentine's Day promotion that gave fans the option to purchase two discounted tickets and receive a voucher to collect a bottle of sparkling wine and two glasses at the event. This was not only popular with the fans but also gave the wine producer, Henkell & Co. Sektkellerei, a sponsor of the event, brand awareness and close association with the PfingstTurnier.
2018 was the most successful year in the 82 year history of the event which saw a record 66,000 visitors attend the event proving a successful ongoing partnership between Ticketmaster and the client.
Tickets for Wiesbadener Pfingstturnier 2019 are already on sale with Ticketmaster Germany here: