Setting the Barre High
Setting the Barre High In recent years the Pennsylvania Ballet has struggled to find their role in an industry as tough as the sequences themselves. We found the Ballet was promoting each of their six yearly programs the same way, to the same people. After identifying the Ballet’s distinct audiences, we were able to implement individualized marketing approaches to each performance, differentiating the pirates from the princesses and the pliés from the pirouettes. Ticket sales were revitalized as each performance was paired with a custom-fit strategy that matched its spirit and attracted the appropriate interests.