A direct response campaign for the 2012 life @ 50+ national expo and concert, which was designed to drive high-ticket sales, with a goal of $1 million in sales. We produced and managed messaging/content for all forms of media: tv, radio and online and focused on large markets regionally located around the concert production. By constantly monitoring impression allocations against conversion rate, we were able to decrease cost per acquisition over the life of the campaign and even adjusted the messaging to target a larger demographic. The results? 16,000 attendees to AARP life @ 50+ national expo and 8,554 concert tickets were sold. Combined event and concert ticket sales surpassed the $1 million goal.