Miami City Ballet’s stunning Nutcracker production usually lights up stages in Miami, West Palm Beach, and Fort Lauderdale. But in 2022, scheduling conflicts meant Fort Lauderdale audiences would miss out—unless MCB could find a creative solution.

To keep Fort Lauderdale fans engaged, MCB partnered with Brightline, South Florida’s high-speed rail, to offer a Nutcracker travel package. This all-in-one experience included tickets to the show, round-trip train fare from Fort Lauderdale to Miami or West Palm Beach, and even the option to book a car to the station for extra convenience.

In order for the campaign and promotion to be a success, we needed to find a way to give the Nutcracker + Brightline packages visibility on the TNEW purchase pathway without sacrificing the user experience.

MCB also needed out-of-the-box reporting for tracking sales and communicating package fulfillment to Brightline and MCB ticket buyers.

The Solution

• We listed the Smart and Premium Brightline packages along side the standard ticket prices on the main purchase pathway, so people could easily select the package and check out.
  

• Using Tessitura Analytics, we developed an out-of-the-box dashboard that tracked sales, ticket buyers, and their contact information.
  

• We also created a dynamic message on the email confirmation that was tied to the package price type that communicated instructions for when and how to redeem Brightline tickets.