Sell-out candlelight concerts at ≤10% marketing cost

LUMISFERA is a premium candlelight concert series that turns classical and contemporary music into a cinematic, multisensory experience lit by 3,000 candles. Encore built the communication platform and the marketing system behind it: every concert sold out while marketing costs stayed at or below 10% of revenue.

Client: Lumisfera
Industry: Culture & entertainment
Services: Partnership & Collaboration

Results

What it delivered

≤10%Marketing costs as a share of revenue, held consistently

Every concert in the series sold out
Customer acquisition cost held steady across multiple cities

The brief

The project already had a strong artistic identity but needed to become a scalable cultural brand: expand into new cities, maintain consistent sell-outs, keep marketing spend at or below 10% of revenue, build loyalty and repeat purchases, and grow as both a cultural experience and a business ecosystem.

Approach

What we did

Built the brand narrative around one ownable idea, "The magic of 3,000 candles", and used it to set the tone of voice, the visual direction and the storytelling arc from anticipation to immersion to emotional aftermath.
Applied that platform consistently across ads, social media, email and the venue experience.
Designed a performance funnel with a defined role for each stage: cinematic teasers for awareness, musician and venue stories for interest, user-generated crowd moments and reviews for desire, time-sensitive calls to action and dynamic pricing triggers for purchase, and early-bird access and curated newsletters for loyalty.
Ran the funnel through Meta Ads, retargeting sequences, email flows, Telegram announcements and partner channels with cultural venues.
Produced atmospheric teasers, cinematic b-roll, artist-led short videos, candlelight choreography shots and audience reaction footage, plus curated user-generated content from previous concerts.
Expanded visibility through cross-promotions with cultural institutions, venue partnerships, local media mentions, influencer attendance and post-event PR releases, which reduced dependency on paid traffic.
Segmented high-value audiences and built return ticket flows, personalised propositions, season-based communication and special access for loyal attendees.