Speed & Precision
The first program of the season was an opportunity to make a splash with clean, cool colors and contemporary design. Intending to catch the eye of a younger demographic, we marketed the timeless talent of the artists by positioning them as edgy and athletic.
We brought the classic cast closer to the audience by using photography that captured the central characters’ personalities, allowing families to gain a closer connection to the traditional story. Our detail-oriented approach resulted in a 31% increase in gross ticket sales from the previous year. Digital advertising campaigns resulted in a 19% increase in overall ticket sales from the previous year, and mobile ticket sales grew an impressive 188% from the previous year.
Strength & Longing
For this intimate performance, we captured emotion and yearning with warm tones, a sense of depth, and dramatic imagery. We juxtaposed the obvious power of the dancers with the mystery of true love.
We played off the romance and comedy of the performance by framing images of dancers with vivid floral accents and Spanish flare to give a taste of the epic story. Our intention was to capture attention and ignite curiosity about the characters and their passionate tale.
A Program of Firsts
For this fresh, springtime experience we used airy imagery and organic typography to conjure a feeling of youthful elegance. We portrayed the dancers in the same breezy, cool blues of the iconic “Serenade” costumes and brought the lightness of the dance to life by giving the photography a slightly transparent look. This was the most successful mixed-repertoire program of the season in both revenue and paid tickets.
Balanchine and Beyond
The advertising for this dramatic season-ending program featured stark, striking photography and clean lines to encapsulate its many emotions. We created a sense of urgency for these performances to encourage the audience not to miss out on the season’s conclusion.
The Jungle Book
The Jungle Book is a classic tale whose look we refreshed for the contemporary version of this performance, which featured recycled materials and an urban feel. We targeted the campaign towards children and young families, featuring a rich collage of animals, textures, and vibrant colors.
After years of flat sales, we took a new approach and created merchandise with a sporty simplicity to better appeal to a broader audience. Soft grays, blacks, and pinks were incorporated to convey the intensity and beauty of ballet. Customers are excited to wear the fresh line of apparel and merchandise sales are considerably higher – up by 27% from 2015 to 2016.
The School of Pennsylvania Ballet
The prestige of the school is at the forefront of this campaign, and we focused on emphasizing the quality education and professionalism offered by the program. We also highlighted the culturally immersive experience students gain in Philadelphia over the course of their stay.