Fish Leong North America Tour
Affectionately known as the “Queen of Love Songs,” Fish Leong embarked on a highly anticipated North American tour with stops in Vancouver, Toronto, New York, and Los Angeles. While her name is widely recognized among Mandarin-speaking audiences, converting nostalgia into ticket sales across four international markets required precise coordination and market-specific strategies.
Brand's Challenge
Unlike one-off concert promotions, this tour posed a unique set of logistical and marketing challenges:
- Ticket sales were the core KPI, with pressure to drive conversions quickly across all cities
- The promotional timeline was tightly compressed, with four cities requiring simultaneous yet localized execution
- A deep understanding of the U.S. market landscape—including fan behavior, media preferences, and regional dynamics—was crucial
- Budget needed to be strategically allocated for maximum impact across high-cost U.S. media markets
- Multi-party coordination was essential, involving artist management teams in Asia, local promoters, and media agencies in both the U.S. and Canada
Our Solutions
Forward Marketing led a cohesive, cross-border promotional campaign built for precision and speed. We served as the central coordination point between international teams, aligning content, timelines, and media strategies to drive ticket sales while delivering a consistent brand experience across markets.
Key components included:
- Developed tailored content and messaging for each city to resonate with local fan demographics
- Built and executed a multi-platform digital media plan to drive awareness and conversions in each market
- Actively bridged communication across time zones between artist management, promoters, and media partners
- Created localized influencer and community engagement strategies to generate authentic social buzz
- Continuously optimized media spend to ensure efficient allocation and maximize ticket sales within the campaign window