Her Majesty’s Theatre Melbourne, affectionately known as “HMT” or “The Maj,” is a landmark performing arts venue located in the heart of Melbourne, Australia. It holds a significant place in the city’s cultural landscape, renowned for hosting a diverse range of world-class productions, from large-scale Broadway musicals and plays to concerts, ballets, and operas. With its rich history dating back to the late 19th century, HMT has witnessed countless memorable performances and continues to be a cherished destination for both locals and tourists seeking high-quality entertainment. Its elegant architecture and intimate atmosphere create a unique and captivating experience for audiences, making it a truly iconic Melbourne theatre.

While the theatre has enjoyed significant recognition in recent years, both the number of annual performances and ticket sales have been declining. Furthermore, younger generations are not showing sufficient interest in attending theatrical events. The audience demographic reveals that 80% are adults over 60, 10% are under 40, and only 10% are under 20. The theatre risks losing its future audience. This demographic imbalance threatens the theatre’s long-term sustainability.

To revitalise its online presence and attract younger audiences, Her Majesty’s Theatre should prioritise a multi-pronged digital strategy. This begins with a complete website overhaul, creating a user-friendly, mobile-responsive platform showcasing high-quality visuals, videos, and interactive elements. Crucially, website analytics should be implemented to track traffic, user behaviour, and conversion rates, informing continuous improvement.

Simultaneously, SEO optimisation targeting keywords relevant to younger demographics is essential to attract organic search traffic. A dynamic social media strategy, focusing on platforms like TikTok and Instagram, should deliver engaging content such as behind-the-scenes glimpses, artist interviews, and interactive polls. High-quality video content, tailored for various social media platforms, will further amplify reach.

Building a segmented email list will enable targeted campaigns promoting shows, special offers, and exclusive content, including access to VIP private functions and events held in the theatre rooms. Finally, developing a loyalty program with exclusive benefits will incentivise repeat attendance and cultivate a new generation of theatre-goers.

Process

First visual approach

With the content and information prepared for publication, category trees for the shows and VIP Lounges were developed in collaboration with the HMT team. Once the content was mapped, initial mockups, both static and interactive, were created using wireframe methodologies. These were then validated with young and adult users, staff, and theatre patrons.

Outcome

The website was designed to be modern, clean, and functional—attractive and easy to use for all ages, especially appealing to younger generations. It featured customisable tickets for each show and incorporated a booking system for private VIP screenings in the theatre rooms, a new service generating additional revenue. Within the first six months, the demographic of young visitors to the HMT website increased by 40%, and ticket purchases by this segment rose by nearly 25%.

In order to promote the experience offered by the theater and its VIP lounges, high-quality photographs were produced for use on social media and other promotional channels.