Biennale Arte di Venezia

Developing an effective ticket advertising project.

A white building with four columns at the entrance, labeled "la Biennale" in large letters on the facade. A leafless tree and some bushes are in the foreground, casting shadows on the ground. The sky is clear and blue.

Sector

Culture

Tools

Digital advertising, google ads, facebook ads

Description

Among the most well-known and prestigious cultural institutions in the world, the Venice Art Biennale allowed itself to be guided in a strategic digital advertising project, which made it possible to promote the online sale of tickets for various festivals and the International Art Exhibition.

Digital Advertising

Functional to intercept the target, an international planning of digital campaigns was structured, which made it possible to push the online sale of tickets, stimulating both conscious demand and latent demand, also including retargeting ads.

Four smartphones with colorful screens featuring promotional content for "Biennale Architettura 2023: The Laboratory of the Future." The phones are displayed on a vibrant purple background, with two placed flat and two tilted on their side.

Google Ads Campaigns

To stimulate informed demand from users interested in the Biennale’s proposals, the searches were launched through geotargeted Google Ads campaigns. Furthermore, through the selection of specific keywords, the identified target was led to a digital space dedicated to the purchase of tickets.

An image of a smartphone displaying an Instagram post from "labiennale." The post shows a white building with "La Biennale" inscribed. Next to it are four sponsored event ads for various La Biennale di Venezia 2023 events, including ticket information.

Facebook Ads

To intercept latent demand, geotargeted Facebook Ads campaigns were activated, which reached an audience potentially interested in purchasing Biennale tickets online.