Wales Millennium Centre

We helped The Centre to target their customers more effectively, which helped them to increase their income

The brief

Wales Millennium Centre, Cardiff

Indigo were asked to help The Centre re-segment their customer database in order to learn more about the levels of loyalty within their existing attenders, in order to serve customers better, and ultimately make marketing spend more effective.

Our approach

What was Indigo’s approach?

Indigo worked alongside the marketing team at The Centre to pull various reports from their Tessitura system and analyse the results using tried and tested CRM methods.

We then supported them in trying new approaches to different segments and creating evaluation methods to determine what worked best.

The results

What did Indigo deliver?

Income – the new approach released around £60K per year from the core marketing budget to re-invest in audience development

Impact – The Centre is now looking at new ways to engage audiences for contemporary work

To find out more contact: or call Katy on +44 (0)7786 543593

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