The 2016 performance of George Balanchine’s The Nutcracker was the most outstanding production to date, generating more revenue than ever before. Our multi-channel media placement for the show proved to be pivotal in the production’s success. The fall mixed-repertoire program Revolution was also a highlight for the season, reining in 600,000 impressions through digital advertisements and delivering revenue higher than average for a Merriam Theater Production. The Ballet’s performance of Cinderella doubled 2009’s ticket sales for the same production and broke the previous record for most tickets sold in October.
The new year began with a splash as we dove into the world of pirates and pliés for the Ballet’s latest production of Le Corsaire (the pirate). In collaboration with Artistic Director Angel Corella, we positioned the show as an adventure fit for all ages. Upbeat creative work, strategic media planning, and community outreach campaigns all stood out as important factors when marketing the performance.
We partnered with Philadelphia-based video production agency Monogram and the Ballet marketing team to deliver a quality promotional piece for Le Corsaire. The sequence perfectly embodies the anticipation for the performance—the spot follows principal dancer Lillian Di Piazza as she preps for practice, envisioning the beauty and excitement of the characters and story.