Seasonal Campaign, '18
Integrated omni touchpoints including: TV, Email, Site, Mobile, Digital Paid Media, In-Store Signage, and Featured Digital Experience
The mission was to attract new audiences to new era of arts where historically a much older demographic attended performances. My role was conceptual of content creation, digital design direction and brand strategy in overall architecture of campaign creative.
Data showed that participants were intimidated by ballet and its programming. The customer base was dropping and we we not obtaining younger customers. We needed to change the public's perception of what ballet is about.
We launched a campaign focusing on athleticism and an individualized journey for what it takes to become a New York City Ballet dancer.
I wanted to bring an authentic approach to ballet while piquing interests to new audiences to acquire a broader customer base. We achieved this by developing a rich content structure in the digital platforms while restructuring the digital workflow for users.