Louisville Ballet is one of the oldest ballet companies in the country and a staple in the Louisville Arts community. Their 70th Anniversary Season (2021-2022) presented a new opportunity to give audiences a reason to believe in their mission: making moving art that respects tradition, encourages innovation, and fosters life-long learning.
The Challenge
In 2020, when the world shut down, Louisville Ballet was forced to take their entire Season to a digital platform, much like other performing arts groups around the world. Their first time back on stage was an incredible opportunity to help drive new audiences to explore ballet as many people were starting to express a great interest to finally get out of their homes and try new things. Not only was Louisville Ballet poised to reengage their previous audiences, they were in a position to start finding new audiences in and around Louisville to introduce them to the art form.
The Approach
This season was a celebration—a tribute to 70 remarkable years and the joyous return to the physical stage, where audiences could once again experience the art in its purest form. In collaboration with the Ballet’s team, Fieldtrip created the artwork for both the season and each individual performance. The season’s artwork was elegant in its simplicity, paying homage to the timeless beauty of classical ballet. The artwork for each performance is more intricate and dynamic, capturing the unique experience that awaited the audience at every show.
Thorough research supported a shift in audience perception and where to find new opportunities for growth. Consumers were antsy from 18 months, or more, of digital entertainment and lockdowns – and were ready to break out of what they knew and where they were comfortable. They were looking for confirmation that their health and safety was a top consideration of venues, but as long as that was clear – they were ready to venture out.
The Results
The campaign launched and ticket sales for the first performances of the Season exceeded expectations and a new audience was introduced to Louisville Ballet.
