Case Study: Driving Arts Engagement in The Heart of Houston

How ExxonMobil Theater District Open House Saw a 57% Surge In Ticket Registrations

Overview

The ExxonMobil Theater District Open House transforms downtown Houston into a vibrant, one-day celebration of the performing arts—inviting audiences to explore venues, attend live performances, and engage with the city’s cultural institutions.

To amplify attendance and long-term engagement, Houston Theater District partnered with MDR Advertising on a high-impact, multi-channel campaign designed to turn awareness into action.

The Strategy

The campaign ran over a 5–6 week window, combining digital, out-of-home, publisher partnerships, and PR to meet audiences across platforms and drive them to plan their visit.

The approach focused on two key objectives:

  • Maximize awareness across Houston
  • Convert interest into attendance and registrations

Tactics included:

  • Paid social and programmatic advertising
  • Digital out-of-home (DOOH) placements across high-traffic areas
  • Publisher partnerships with outlets like Houstonia and Texas Monthly
  • A targeted PR push to expand credibility and reach

The Reach

The campaign delivered strong visibility and engagement across channels:

  • 3.59M total impressions
  • 64K website visits
  • $51.2K total media investment

Paid social led performance with:

  • 2.72M impressions
  • 63K clicks
  • 31K landing page views

DOOH and publisher placements reinforced messaging in-market, while PR generated 374 media pickups and 63K additional traffic, extending reach beyond paid media.

The Results

The campaign successfully translated awareness into real-world action:

  • 11.25K event visits (+163% YoY)
  • 2.08K ticket orders (+40% YoY)
  • 7.29K tickets secured (+57% YoY)

This 57% increase in ticket registrations highlights a significant improvement in converting audience interest into committed attendance.

Why It Worked

Full-Funnel Execution
The campaign balanced broad awareness with conversion-focused tactics, guiding audiences from discovery to action.

Channel Synergy
Each channel played a distinct role—social drove traffic, DOOH reinforced visibility, publishers added trust, and PR expanded credibility.

High-Impact Timing
A concentrated campaign window built momentum leading into March 9, turning anticipation into foot traffic.

Takeaway

The Theater District Open House campaign demonstrates how a well-orchestrated, multi-channel strategy can do more than fill an event—it can build lasting audience engagement.

With a 57% increase in ticket registrations, the campaign not only drove attendance but also strengthened the pipeline for future performances across Houston’s Theater District.