Now firmly established, Ticketmaster’s Platinum option – which allows events, venues, artists and promoters to place a selection of a show’s best inventory on sale at market driven prices – has been a popular and lucrative tool for many major events.
Current and recent offerings include UFC 193 at Etihad Stadium, Dawn French’s Thirty Million Minutes tour, The Lion King at Crown Perth, Fleetwood Mac in Australia and New Zealand and Tom Jones.
The ticket-only option is a fantastic way for artists, promoters and venues to capture a portion of the premium market by listing a selection of prime inventory at prices closer to their open market value. Through Ticketmaster Platinum, promoters and venues are able to list concert and event tickets at dynamic prices. The ticket prices will fluctuate depending on the demand for tickets.
Platinum is used in Ticketmaster markets all over the world and has become a very popular product for some of the world’s biggest artists and events. When international artists tour Australia and New Zealand we are seeing very strong interest in the local Ticketmaster Platinum product.
A prime example of Platinum in practice was the recent UFC event at Etihad Stadium. Given the enormous appeal of the event, the UFC was able to sell a selection of seats close to the octagon at market driven prices.
The demand for the best seats in the house was enormous, which enabled UFC to sell tickets that may otherwise be lost to the secondary market. The major advantage of Ticketmaster Platinum is that the added return of tickets sold is directly paid back to the promoter, event, venue and/or artist.
Ticketmaster Platinum is managed completely in-house by our commercial development team. All clients need to do is supply a portion of premium inventory to be placed on Platinum. The process is very simple and yet the rewards can be very significant.
In 2015, Ticketmaster Platinum sold thousands of tickets and generated significant lift in gross ticketing revenue across Australia and New Zealand.
A major hallmark of the Platinum offering is that the additional revenue is returned to the event operators and artists. Platinum is also a great tool to mitigate sales through the secondary market as it provides a safe and secure marketplace for the biggest fans to buy the best available inventory.
So next time you are promoting a major event, keep Ticketmaster Platinum in mind. It may be the perfect fit for your next live entertainment experience. For more information, contact Commercial Development Manager Ben Fuller via [email protected].
