Profile: ClearChannel Entertainment Europe (“CCEnt”) is the largest promoter and marketer of live entertainment in Europe, selling over 12 million tickets in 2003.

Goal/Requirements: Ms. Rothrock was hired to identify, design and implement these new requirements of the business: Sell more tickets (reach more consumers) with limited marketing spend and develop ancillary revenues to grow and diversify the business in a marketplace of demanding and knowledgeable consumers.

Strategy:
• Create a “live” consumer portal to build a brand and begin a multi-channeled integrated service.
• Develop a direct consumer communications plan using eCRM tools.
• Create a strong customer strategy that centers on a large, powerful and flexible database (corporate and individual, independent of outside ticket agencies) of past and potential ticket purchasers.
• Enable better targeted marketing and efficient campaigns and track the trends in the public’s taste for live entertainment.
• Use the database to support sponsorship.

Results:
• Over a period of 18 months, a consumer portal was built and launched, then used as part of every marketing campaign in all media.
• Database grew from under 100,000 members to well over 5,000,000, resulting in several sold-out events.
• Multi-million pound, multi-year sponsorship deal, which was the largest in CCEnt Europe's history. The deal was completed with MBNA, through the development of the Whiteroom Card program, the premier credit card for consumers who enjoy live entertainment.