SHOULDA’ BEEN THERE


The Improv has a 60-year heritage of delivering the best that comedy has in store. However, that experience has come under assault via streaming and social media channels that offer up content volume without having to leave the comfort of the couch.

Charged with reigniting enthusiasm for live laughter and inspiring visitation, we homed in on a simple insight that plays off the FOMO running rampant in our always on, always posting culture.

A funny thing experienced second hand is never as funny.

From this the “Shoulda’ Been There” campaign was born. The integrated campaign (TV, radio, outdoor, and digital) ran nationwide and delivered awareness and traffic increases beyond expectations. Tapping that awareness and consideration boost, our creative ecosystem approach drove an increase of up to 10x in local ticket sales.