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Auckland Theatre Company’s winning performance

Auckland Theatre Company’s winning performance

TXT2U youth marketing initiative a big hit at the 2005 Marketing Magazine Marketing Awards

The Hyperfactory and Auckland Theatre Company’s TXT2U initiative has been lauded by a panel of New Zealand’s top marketers winning the top prize in the Charity/Fundraising/Not for profit category at the 2005 Marketing Magazine Marketing Awards. The project, which was the first of its kind for the New Zealand arts sector, used SMS as the main communication channel with its target audience of 18 to 25 year olds.

TXT2U was implemented by ATC 2econd Unit, part of Auckland Theatre Company. ATC 2econd Unit is dedicated to encouraging theatre attendance and participation by the under 25 market. Through ATC 2econd Unit, Auckland Theatre Company offers last minute standby tickets for under 25’s, after show functions giving the audience a chance to interact directly with the actors and back stage crew. In setting up the initiative ATC 2econd Unit created an exclusive ‘opt in’ database of members who were receptive to receiving up to date information and special offers via SMS.

Subscription to the service was primarily via the Auckland Theatre Company website ( The Hyperfactory’s HYPER’CRM platform managed the integration of the subscriptions with the database and the subsequent distribution of SMS messages to this database.

Helen Bartle, Marketing & Sponsorship Manager at Auckland Theatre Company says, “The response has been overwhelming. Over the three month trial period we saw the TXT2U membership grow greatly; we saw an increase of 63% in the sale of standby tickets and 140% increase on the sale of advance student tickets compared to previous years. We’re committed to our aim of making theatre more accessible for a younger audience and we’ve been delighted with the results of the TXT2U initiative. This award is really important to us as it recognises our achievement in marketing arts to the youth market”.

Geoffrey Handley, Director of Sales and Marketing for The Hyperfactory adds, “We’re delighted that Auckland Theatre Company has received this credit for its work in bringing theatre and the arts to Auckland’s young people. It’s proof that mobile communication works in any environment; arts, business or consumer. We were able to give Auckland Theatre Company a route directly to their audience and the results show that it has been a great success”.

About Auckland Theatre Company
Auckland Theatre Company is a dynamic and successful arts organisation operating as an industry leader in one of the most competitive markets in New Zealand.

Founded in 1992, over thirteen years and 80 productions later over 600,000 seats have been filled. Auckland Theatre Company provides the broadest range of work for the widest audience and continues to set a standard benchmark of excellence in every aspect of theatrical production; play, direction, design and performance. 2005 has already seen to date the sell-out seasons of Niu Sila, Taking Off, The Bach and The Duchess of Malfi.
More information is available at

About The Hyperfactory

Multi award winner, The Hyperfactory, is a leading developer of mobile applications in the Asia Pacific region. Founded in 2000, The Hyperfactory has pioneered the development of marketing and business solutions which maximise the mobile channel as a vital method of communication between brands and key stakeholders. Applications include consumer promotions, educational programmes and CRM solutions.

More information is available at


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