ED SHEERAN IN CYPRUS

Selling out Ed Sheeran to 40,000 people in Cyprus was something we really enjoyed ticking off our bucket list. This was the biggest show Cyprus had ever seen. No pressure. And the arena wasn’t even built yet. Again, no pressure. Sun creamed packed and off we go.

 
The Brief
We were brought on board by Moonlight Show Productions, Cyprus’ leading live concert promoter, to achieve their primary goals: sell out Ed Sheeran’s two final European tour dates and reinforce trust in Cyprus as a premier venue for major events. Facing skepticism about hosting a global star and a last-minute venue change, they needed comprehensive marketing support. Our responsibilities included managing both the promoter’s and the arena’s social media from scratch, executing targeted paid media campaigns on platforms like Meta, TikTok, and Facebook, providing full OOH campaigns, and creating engaging content to build authenticity and connect with both local fans and international super fans. Through strategic social media management, content creation, and effective advertising, we successfully sold out 40,000 tickets and significantly enhanced Moonlight Show Productions’ online presence and reputation.

Results & Outcomes:
Tickets Sold: 40,000 (full sell-out)
Social Metrics:

  • Reach: Increased by 633% to 700,000 people

  • Content Interactions: Rose by 2,300% to 20,700

  • Follows: Up by 3,200%, adding 623 new followers

This surge in engagement, combined with sold out tickets, validated our approach. Our personal, transparent communication gave fans confidence and proved that the extraordinary event was indeed happening. See how below…

40,000 people.


The Challenge
While Moonlight Show Productions is renowned for bringing big names to Cyprus, skepticism ran high when Ed Sheeran’s show was announced. Fans found it hard to believe an artist of his calibre would include Cyprus in his lineup. Another challenge was the absence of a solid marketing structure prior to our involvement, plus a last-minute venue change outside of the promoter’s control. These factors meant trust-building was paramount and ticket sales couldn’t be taken for granted.

 
How did we do it?

Primary Goal: Sell out two shows totalling 40,000 tickets.
Success Metrics: Hit three key sales peaks (launch, promotional offers, and final show week), rebuild audience confidence, and reinforce Moonlight Show Productions’ standing as the number-one promoter capable of landing top-tier talent.

Target Audience & Market Context
Audience: A wide range of music lovers across all ages, primarily in Cyprus but also “super fans” across Europe who’d traveled for previous Ed Sheeran tour stops. This broad appeal demanded a marketing strategy that connected with locals and convinced global fans it was worth making the trip. Being the last 2 shows of his European leg for 2024, we felt it was definitely worth the trip.

Strategy & Approach
With exclusive content from Ed Sheeran himself acknowledging Cyprus, we focused on authenticity and trust. By putting a real face (Ollie’s) to the brand via social media tours of the arena and personal Q&A sessions, we humanised the entire experience. This worked to counter skepticism, fans saw real people on the ground working hard to deliver a legitimate, world-class show.

Implementation & Execution
Coming on board in June for a September show meant we essentially re-launched the PR push, building on the momentum from the previous Tom Jones concert (see project case study here). We leveraged Instagram, TikTok, and Facebook to share behind-the-scenes clips, updates, and visuals, ensuring that followers felt part of the journey from announcement to showtime.