The Challenge

With this project Grup Balaña aims to increase direct sales from its own platform thanks to a ticketing system which enables its integration into cinema and theatre external booking systems. We have created the first Quicksearch tool for booking cinema and theatre tickets with which users can complete the purchase in a fast, hassle-free process.

Another of the main objectives was to maintain and increase the clients' loyalty with functionalities which help users throughout the purchase process; such as the “What to do in Barcelona” agenda where users have access to the global offer of shows and films available each day in this city. We also aime to promote functionalities such as Club Balaña and Balaña Kids by which club users gain access to exclusive offers.

But the project's main challenge has been to integrate the external cinema and theatre supplier systems, to obtain the listings, sessions and ticketing in real-time as well as linking the entire records, promotions and club users system in the marketing mailing system.

Project scope

• Strategic consultancy and 360º audit of the entire online strategy for the next 2 years
• Conceptualisation
• Creativity and design
• Content manager + Cinemas / Theatres / Halls Manager
• Integration of external ticketing system
• Integrating 2.0 elements
• Managing and incorporating corporate content in a single language
• Developing the loyalty club and databases
• Testing, training and start-up

The outcome

We have created a functional, interactive and dynamic website. It provides users with all the necessary information to choose from among the different leisure options available in Barcelona city and it also offers the possibility to purchase the tickets directly. On the customers' side, we have managed to minimise the handling thanks to a fast, usable content manager adapted to the sector needs. At eMascaró we create optimised projects for conversion and sales, which are known for their innovation and creativity. With this new website, Grup Balaña is now the proud owner of the best online project for cinema, theatre and events halls, promoting direct sales and customer loyalty.