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CASE STUDY · TRAVEL & HOSPITALITY · B2B LEAD GENERATION

Das Zelt: 2,000+

B2B leads in 9 months.

A digital performance agency, paid on results — building a touring event venue a second, steadier revenue line alongside ticket sales.

2,000+

B2B leads in 9 months

16x

return on ad spend

Growth

in both B2C ticket sales and B2B revenue

The situation

Das Zelt is a traveling event venue in Switzerland, touring city to city with a mix of comedy, live music and acrobatics. That touring model is also its biggest revenue risk: ticket sales swing with the season and the city, and a venue that's set up beautifully this month is somewhere else entirely the next. R17 had already been running Das Zelt's performance marketing for two years when the conversation turned to a second revenue line — B2B — as a way to smooth out that swing rather than just absorb it.

The call

When one revenue line is seasonal, build a second one that isn't.

Consumer ticket sales will always move with the season and the tour schedule — that's the nature of a traveling venue, not a problem to be solved away. So rather than fight it, we built a B2B lead-generation track alongside it, aimed at corporate event bookings: a revenue line that doesn't care what month it is or which city the tent's currently in.

The work

Building a revenue line

the calendar can't touch

01

A B2B track built alongside the consumer business

Performance marketing aimed at corporate event bookings, running in parallel with the existing B2C ticket campaigns rather than replacing them.

02

Targeting built for corporate decision-makers

Campaigns aimed squarely at the companies and institutions that book a touring venue for a corporate event, not a general consumer audience.

03

A return on spend that funded its own scale-up

A 16x return on ad spend meant the B2B budget could grow on its own results, rather than needing to be justified out of the consumer marketing budget.

04

Two years of continuous performance marketing across both lines

R17 has run Das Zelt's performance marketing without interruption for two years, with growth showing up in both the B2C and B2B numbers over that period.

The results

Numbers we put on a scoreboard.

  • 2,000+ — B2B leads in 9 months
  • 16x — return on ad spend
  • Growth in both B2C ticket sales and B2B lead generation
  • Partnerships formed with major corporations and Swiss institutions
R17 Ventures has been managing all our digital performance marketing activities for two years, continuing to do so effectively. We've achieved substantial growth in our B2C ticket sales and in our B2B lead generation.
Adrian Steiner
CEO · Das Zelt AG

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