New York City Ballet: Art Series

This case study describes how the New York City Ballet (NYCB) attracted a younger audience via special art-themed events and a social media push.

New York City Ballet: Art Series

Agency: DDB New YorkAdvertiser: NYC BalletBrand: NYC BalletCountry: USA

Objectives

The objective: Cultivate a young adult audience for New York City Ballet.

New York City Ballet (NYCB) is among the city's preeminent arts organizations. It is known worldwide for the quality and breadth of its repertory, the athleticism and grace of its dancers and the artistry and excellence of the company.

Despite all this, the NYCB had a problem: in 2011, the average age of its audience was 56 and there were no signs that this number...

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