Ticketland Cancels Service Fee and Launches Campaign with Yankovsky
Ticketland has cancelled its service fee and launched a federal campaign with Ivan Yankovsky and Diana Pozharskaya. The advertising runs until November 8, 2026 in eight cities.
Ticketing service Ticketland has cancelled its service fee and on September 21 launched a federal advertising campaign featuring actors Ivan Yankovsky and Diana Pozharskaya. The campaign will run until November 8, 2026, the company's press service told AdIndex.
The centerpiece of the campaign is a commercial. In the story, the characters stroll along an autumn boulevard and notice a vintage poster kiosk. On one of the posters, Yankovsky sees an artist who looks like him. Touching the poster transports the couple through a series of events: from cinema and theater to concerts and shows. The final stop of the journey is a rave, after which the characters return to the boulevard and open the Ticketland app.
"The Yankovsky acting dynasty is synonymous with an impeccable professional reputation and a deep connection to the arts, which perfectly underscores our story and values. The campaign accurately reflects Ticketland's DNA: the brand is modern, meaningful and open to the new, while respecting traditions," explained Olga Maksimova, marketing director at MTS Live, on the choice of the actor.
When selecting ambassadors, Ticketland focused not only on recognition, but also on their alignment with the brand's image and the trust the target audience places in them, the company specified. According to Ticketland brand development head Olga Chembayeva, the creators of the commercial sought to preserve the actors' usual manner of communication, body language and clothing style. Yankovsky and Pozharskaya do not play fictional characters — on screen they appear as a couple.
The campaign's main goal is to grow Ticketland's brand awareness. The communication is aimed primarily at city dwellers who prefer cultural leisure and entertainment.
"The central idea here is that Ticketland acts as a guide to entertainment for the characters, leading the couple through a series of vivid emotions: from cinema and theater to shows and concerts," the press service added.
The ads will run under the slogan "Cinema, theater, shows, concerts — all tickets on Ticketland. Tickets with no commission." Placements will cover media facades and billboards, the metro and transport, Smart TV, online video, banner and targeted formats. The promotion will be supported by social media posts, special projects, influencer integrations, email newsletters and push notifications. The geography includes Moscow, St. Petersburg and six cities with over a million residents.
The campaign team:
- brand: Ticketland (MTS Live LLC);
- MTS Live marketing director: Olga Maksimova;
- brand development head: Olga Chembayeva;
- director: Alexander Solovyov;
- agency: Secret creative agency;
- script: Nikita Mesitov;
- art direction: Alexey Zimnikov;
- account director: Roman Khakimov.
Source: AdIndex
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