Louisville Ballet Season of Illumination: Brand and Marketing
One of the oldest ballet companies in the country, and a key member of the Louisville performing arts scene, Louisville Ballet was looking for a strong finish to 2020, before heading into their 70th anniversary season. But in the wake of a global pandemic, with in-person shows no longer an option, Louisville Ballet turned to us with a tall order. How could we translate the beauty and energy of ballet to the digital stage?
Louisville Ballet had already started creating the campaign identity of their 2020/2021 digital season, The Season of Illumination. They sought to shine a light on the artistry, athleticism, and the unique stories within our community. Our team needed to build on this direction, communicating the values found in a virtual season and creating inspiring visuals for a brand new work and a holiday classic.
Kentucky! Volume 1
This new piece told a uniquely Kentucky story connecting the past to today. The work was culturally relevant and set to prose. The program would appeal to a niche audience interested in the history of the Commonwealth and likely a different demographic than past attendees. When identifying this audience, our team layered on interest-based targeting to capture the specific content of the show and used past customer purchase lists to capture performing arts enthusiasts. This combination provided an approach that would attract past audiences while expanding awareness to a new set of potential audiences.
Telling the story of a new ballet production proved to be a challenge. By leveraging short-form video and extended social advertising formats, Fieldtrip was able to tell a visually striking story.
Roughly 30% of all single ticket sales for Kentucky! Volume 1 were new customers to the Louisville Ballet, indicating they had never purchased a ticket to see an in-person performance.
The Brown-Forman Nutcracker
The Brown-Forman Nutcracker is a holiday tradition in Louisville, something families have enjoyed in person for decades. We had to evoke that same emotion and connection, but drive ticket sales to a previously filmed production.
The first step was giving this classic show a modern facelift. The iconic nutcracker visuals were reimagined in a series of playful, mid-century pastel illustrations. Using this style, eye-catching ads were developed to invigorate excitement around this beloved holiday tradition.
The nutcracker sold 470 tickets and drove just under 2,000 matinee views.
