National Arts Centre of Ottawa

Moshkamo Festival




Strategy and
Media activation
The Moshkamo adventure, or rather, how to ensure that the venues of more than 80 shows are 70% filled for the 1st edition of a multi-disciplinary festival in a market already rich in cultural activities.

Democratizing Indigenous performing arts

As Indigenous culture wasn’t very known to the regular NAC audience, it became necessary to spark a wider audience’s interest by highlighting the various performing arts presented by the festival, all while focusing on the ultimate challenge, that of selling several thousand tickets to insure the financial success of the event.

A unique targeting solution

An offensive centred on 3 strategic axes:

1. Understanding and hypersegmentation of our audiences

By developing more than 50 key audiences whom we wanted to reach, we were able to achieve our main goal, that of speaking to the right person, at the right time, with a relevant message.

2. Personalized content strategy

by fragmenting our audiences, we were able to develop a strategy that would reach our potential customers with a precise and relevant message.

3. Deploy, analyze, optimize

By defining our key indicators relating to engagement, intention and conversion beforehand, we were able to quickly identify the creatives which met our standards and desired performance.


The campaign was a complete success. Beyond meeting our visibility and sales objectives, we’ve developed key audiences for the NAC and Indigenous performing arts.

Number of audiences used
Number of creatives produced
Media partners
Venue attendance target
(Average target)
Actual venue attendance results
(tickets sold, on average)

Related work

Boost communications to improve planning and promote public transportation use
View case study
Increase visibility and ticket sales
View case study