Holiday Gift Certificate Campaign – Indiana Repertory Theatre
CHALLENGE:
Indiana Repertory Theatre sought to increase gift certificate sales during its annual run of A Christmas Carol. The challenge was to stand out during a cluttered holiday marketing season, appeal to both theatre-lovers and the gift-buying public, and convey urgency without relying on traditional sentimentality.
SOLUTION:
As Creative Lead, I developed a cheeky, attention-grabbing concept: “Don’t let this happen to you.” The ad playfully warns against giving boring gifts—like fruitcake—while positioning theatre tickets as a more thoughtful and memorable alternative. Visually anchored by the haunting image of Scrooge’s gravestone and a lone figure, the campaign blended humor with dark holiday charm. This creative direction helped IRT break gift certificate sales records that season, proving the power of unexpected storytelling in traditional arts marketing.
Benjamin Snyder 