ATA Events transforms festival promotion efficiency, saving 10+ hours per team member weekly while automating 300+ customer inquiries through strategic AI implementation and audience development
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Top Level Results
10+ Hours
Saved per team member per week through AI automation implementation, freeing the team to focus on high-value festival production and strategic growth initiatives.
31% Reduction
Achieved profitable presale ticket performance significantly under acquisition cost goals through strategic audience development and algorithm optimization.
300+ Weekly Inquiries
Automated across all social channels with consistent, brand-appropriate responses, eliminating manual customer service bottlenecks across multiple festival brands.
About ATA Events
ATA Events is a premier event promotion company managing some of the biggest and best-known EDM events in the United Kingdom and Malta, specializing in large-scale electronic dance music festivals and family-friendly music experiences.
Their comprehensive services include:
- EDM Events - Major electronic dance music festivals and concerts featuring headline acts
- Family Festivals - Music-focused family activities and experiences across the UK
- Multi-Brand Portfolio - Multiple distinct event brands under the ATA umbrella
- Strategic Partnerships - Collaborations with brands, agencies, and promoters
Their impressive scale: 80-100 events annually with 90+ staff members managing major headline acts and festival experiences, serving thousands of music fans across multiple demographics and event styles.
The relationship: Codarity partnered with ATA Events to explore new marketing channels, implement AI automation systems, and optimize their customer acquisition strategy across multiple event brands.
The Challenge
Despite managing successful large-scale events with major headline acts, ATA Events faced critical marketing inefficiencies that threatened their growth and profitability:
Algorithm Learning Inefficiency
- Heavily relying on paid advertising to audiences they should have already owned
- Platforms constantly learning from fresh data rather than leveraging existing customer profiles
- Missing opportunities to start campaigns with ideal customer insights and behaviors
- Wasting budget on algorithm learning phases instead of optimized targeting
Underutilized Customer Database
- Fairly large existing database of event attendees and prospects sitting unused
- No strategic system for leveraging customer data for lookalike and custom audiences
- Wasted potential for retargeting and warm audience engagement
- Missing revenue opportunities from existing fan relationships
Fragmented Marketing Infrastructure
- Mishmash approach to building landing pages and campaign structures
- Inconsistent customer experience across multiple event brands
- Limited integration between social channels, websites, and marketing systems
- Lack of cohesive strategy connecting all touchpoints
The Core Problem:
ATA Events needed to eliminate the manual customer service overload of 200-300 weekly inquiries while maximizing their existing audience data to achieve profitable acquisition costs across their diverse festival portfolio.
Our Strategic Solution
We deployed a comprehensive AI-Powered Audience Development & Automation Strategy designed specifically for large-scale event promotion optimization:
1. Strategic Pre-Registration Campaigns
- Low-barrier entry campaigns promoting events in their best possible light early in the cycle
- Simple data capture requiring only name, email, and phone number for maximum conversion
- Performance tracking with detailed KPIs based on pre-registration engagement and conversion
2. AI Customer Service Automation
- Multi-channel AI integration across all social channels and websites
- Detailed workflow development with comprehensive knowledge base for brand-consistent responses
- Objective-based conversation flow designed to move prospects through the buying journey
3. Advanced Data Capture & Nurturing
- Competition and survey campaigns for enhanced audience data collection
- Multi-channel communication via SMS, WhatsApp, and email based on generational preferences
- Strategic automation sequences nurturing pre-registrants toward purchase decisions
4. Algorithm Optimization Strategy
- Customer database activation for lookalike audience creation across platforms
- Multi-platform coordination ensuring consistent learning across Google and Meta
- Strategic audience segmentation enabling precise targeting for different event types
Overcoming Obstacles
During implementation, we navigated several complex challenges unique to large-scale festival promotion:
Multi-Platform Algorithm Coordination: Ensuring consistent audience learning across Google and Meta platforms while maintaining brand differentiation across multiple event properties required sophisticated campaign architecture and coordinated data sharing protocols.
Generational Communication Preferences: Adapting messaging and channel strategies to reach younger audiences who prefer WhatsApp and Messenger over traditional email communication demanded flexible automation systems and preference-based routing.
Critical Timing Windows: Managing the intense pressure of event ticket sales that often sell out only 1-2 weeks before events required precise scaling and optimization capabilities that could respond to real-time demand signals.
Brand Consistency Across Events: Maintaining authentic, on-brand AI communication that matched the unique vibe and personality of different event types and audiences while ensuring systematic efficiency and response quality.
The solution was developing modular automation frameworks that preserved each event's unique character while delivering systematic efficiency and measurable performance improvements.
The Results
Response Consistency
0 / 7
Brand-appropriate responses
Weekly Automation
0+
Weekly inquiries automated
CPA Improvement
+0 %
Cost per acquisition reduction
Event Portfolio
0+
Annual events optimized
Time Savings
+0 hours
Saved per team member per week
Project Features
Strategic pre-registration campaigns with low-barrier entry conversion optimization
Advanced data capture through competitions and survey campaigns
Multi-channel AI customer service integration across social platforms and websites
Comprehensive knowledge base development for brand-consistent automated responses
Multi-channel communication systems (SMS, WhatsApp, email) based on audience preferences
Strategic automation sequences nurturing pre-registrants toward purchase decisions
Customer database activation for lookalike and custom audience development
Multi-platform algorithm coordination across Google and Meta platforms
Performance tracking with detailed KPIs for pre-registration engagement and conversion
Objective-based conversation flows designed to move prospects through buying journey
Customer Service & Efficiency Transformation:
- 10+ hours saved per team member weekly through comprehensive AI automation implementation
- 300+ weekly inquiries automated across all social channels with consistent, brand-appropriate responses
- Eliminated manual customer service bottlenecks allowing team focus on high-value festival production and strategic growth
Campaign Performance & Cost Optimization:
- 31% CPA reduction achieved through strategic audience development and algorithm optimization
- Below-target acquisition costs for profitable presale ticket performance across multiple event brands
- Strategic pre-registration campaigns capturing audience interest early in the promotional cycle
Long-term Operational Foundation:
- Customer database activation enabling sophisticated lookalike and custom audience targeting
- Multi-channel communication systems adapting to generational preferences across SMS, WhatsApp, and email
- Scalable automation framework supporting 80-100 annual events with consistent quality and efficiency
What This Means for Festival & Event Promotion Businesses
ATA Events' success demonstrates how AI automation and strategic audience development can transform a large-scale event promotion operation from manual inefficiency to systematic profitability.
By focusing on:
- Eliminating manual customer service overload through intelligent automation systems
- Strategic audience database utilization for optimized targeting and reduced acquisition costs
- Multi-platform algorithm coordination maximizing existing customer insights
- Brand-consistent automation maintaining authentic event personality while achieving systematic efficiency
Daz and the ATA Events team now operate with 10+ hours of additional capacity per team member weekly rather than manually responding to hundreds of customer inquiries.
Daz Flatman - Operations Manager
ATA Events
"The AI automation has been a game-changer for our festival promotion. We've saved massive amounts of time while actually improving our customer service quality and response speed across all our events."
