TicketCo Media Services is Just the Tonic

by | May 27, 2020

With the events industry hit by COVID-19 restrictions many organisers are seeking ways to adapt, survive and thrive.

Traditionally UK comedy club promoter Just the Tonic entertains its audience via live events at venues across the UK including London, Reading, Nottingham, Birmingham, Leamington Spa, Leicester, and Edinburgh.

But when the COVID-19 lock down was introduced like most organisers Just the Tonic closed its doors. It soon found an alternative option and turned to the only venue that is still fully open: the internet. Keen to keep working Just the Tonic founder Darrell Martin utilised newly launched TicketCo Media Services to engage with his audience and generate opportunity for comedians and his team to work.

Just the Tonic launched a pay per view virtual comedy show called ‘Working from Home’, with appearances from UK comedians Jon Richardson, Matt Forde, and Paul McCaffrey. Darrell decided to run the first show as a pilot to see how it went, as broadcasting a virtual comedy night was new territory.

Virtual TV success

The pilot show was a success, with the technology working seamlessly and the audience entertained by an evening of great British comedy. It also enjoyed double the volume of digital ticket sales than expected for its pilot online TV show.

“What I love about comedy clubs is living in the moment and the audience lose themselves and have a laugh for a few hours,” said Darrell. “It is difficult to re-create the atmosphere of a live comedy club where the feedback is immediate, via an online show. So instead of trying to recreate a comedy club, we decided to create a comedy show and mix it up and the feedback we got was great.”

Smooth live streaming

With broadcasting a live online stream for the first time there are obvious concerns. Will the technology work? Will there be any problems? Will anyone stumble during their performance?

Darrel was delighted with the high quality of the TicketCo Media service. “The tech was smooth, and we didn’t have any problems,” he said. “It just shows what can be achieved and thanks to the technology combined with the comedians we were able to put on something different for people on a Saturday night.”

Cheers to up-selling

Just the Tonic generated further revenue thanks to TicketCo introducing a collaboration with ROCKiT Drinks, which resulted in ABK premium beers sold as an up-sell.

Just the Tonic used the up-sell function to offer its ticket buyers the opportunity to have a box of 20 ABK beers delivered to their home to enjoy with the show. And it proved to be popular. “It was a great fit, as people could have some great beers along with the show to complete the experience,” said Darrell.

Keeping brands alive

TicketCo Media Services is helping organisers continue to operate during lock down and creating further opportunity for post lock down. “Virtual live streaming with a pay-per-view solution is a way to keep going during COVID-19,” said Darrell. “It’s keeping the Just the Tonic brand alive. The comedians loved it and it is keeping us all in work.”

Onwards and Upwards

Building on the success of the pilot online TV show Just the Tonic will be back on TicketCo Media Services later this month! Al Murray Pub landlord will feature on the next episode of Just the Tonic The New Normal, along with Matt Forde, Seann Walsh, Susie McCabe, Phil Ellis, Naomi Cooper, and Darius Davies. With Darrell Martin as the host.

Tickets are on sale now! https://www.justthetonic.com/streaming

About us

At TicketCo we have built our business on providing an easy to use digital platform for event organisers, artists, and venues to sell tickets and market their events. We have always been at the forefront of developing our own technology to adapt and provide a service and platform that is relevant in the digital age.

When lockdown hit the industry the team at TicketCo soon realised it was an opportunity and the company invested in R&D to develop and launch TicketCo Media Services, a new pay per view live streaming and video on demand service. It is combined with our ticketing platform so organisers and artists can monetise digital content and events.

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Written by Greig Box Turnbull

Experienced communications and strategic PR advisor, with a strong background in journalism and public relations. Founder of Fortitude Communications, director of Oxford City ice hockey club and Vice Chair of Oxford United in the Community. A former Daily Mirror journalist and Oxford United FC managing director.

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