Auckland’s famed Pop-up Globe, the world’s first full-scale temporary working replica of one of the greatest theatres in history, Shakespeare’s second Globe, has risen again for a 2017/18 summer season. The season features five stunning new productions of Shakespeare’s masterworks and a beautiful new garden setting. Pop-up Globe was originally planned as a one-off to celebrate the 400th anniversary of Shakespeare’s death in 2016. That year it took Auckland by storm welcoming more than 100,000 people in a season that was extended twice by popular demand. Following hot on the heels of this initial sell-out success, a critically-acclaimed second season in 2017 entertained another 100,000 people. Eventfinda has been with the Shakespeare enthusiasts every step of the way.
“Pop-up Globe started two years ago when founder Dr Miles Gregory had a bold idea to build the world’s first temporary working replica of Shakespeare’s second Globe and present a festival of Shakespeare,” says Ella Jullienne, Pop-up Globe head of sales and marketing.
“Clearly this was an ambitious task and required the support of other Kiwi businesses to get it off the ground. Eventfinda believed in the idea and has been with us since day one providing incredible expertise and support.”
Dealing with complex ticketing requirements is something the two companies have tackled together.
“We have very unique ticketing requirements, with up to 150 shows on sale at any one time. The scale is unlike anything else, so we’ve worked with Eventfinda to refine our approach and develop our requirements over time. Their willingness to adapt to what we need is hugely beneficial,” says Jullienne. Eventfinda also plays a key role in driving awareness and ticket sales of events through their sophisticated marketing platform that engages with more than a million New Zealanders and half a million Australians every month.
“Eventfinda’s marketing is very effective. The solus eDM in particular, which goes out to 400,000 people nationwide, is an effective driver of ticketing to complement other brand advertising including TV, print and out of home.”
“For us, it’s not a case of setting up ticketing at the start of a season. We work with Eventfinda on a daily basis, to continually improve and adapt our campaigns. It’s a real partnership approach and we value their expertise and support,” says Jullienne.