SAN FRANCISCO: Eventbrite, a self-service ticketing platform, has hired MWW Group as AOR.
The firm will work to change Eventbrite's public image from a technology company to a lifestyle brand. The agency will also promote Eventbrite's event-planning services, including the promoting and selling of tickets to tech conferences, concerts, fundraisers, and sporting events. Consumers can also use the platform to organize or find new events.
Eventbrite began working with MWW last September on a campaign called “Concert Confidential,” which consisted of five fundraising shows in different cities on the same date, said Vanessa Schneider, senior PR manager for Eventbrite.
“This issue of local is really important,” she said. “Because Eventbrite is an events platform and a place where we are bringing people together offline, being able to have a really genuine, organic pitch to a local editor makes a big difference for us. I also liked the fact that they blend the consumer focus with technology focus and have the facility in both arenas.”
MWW officially began AOR work for Eventbrite in late fall, said Ephraim Cohen, EVP of technology and digital content at MWW. The agency supported the company's first mobile app tailored for event attendees in mid-December. Upcoming work will include a major push at South by Southwest, which will be held in March in Austin, TX.
“It's consumer branding related work with a heavy emphasis on our media relations capabilities both nationally, as well as in key local markets,” he added.
MWW's San Francisco and New York offices will lead the account. Cohen declined to comment on headcount.
Schneider joined Eventbrite in November 2010 as its first in-house PR professional. The company had worked with LaunchSquad prior to Schneider's hiring. She declined to give further details on the former agency relationship.
Eventbrite grossed $400 million in ticket sales by the end of 2010, according to its website. Schneider would not disclose budget.