New York City Ballet

Karen Girty - Director, Mktg.

DDB New York *Lead Agency

Matt Eastwood - CCO
Teri Altman - Executive Producer
Mary Bakarich - Brand Planning Director
Juan Carlos Pagan - Head, Design
Rodrigo DeCastro - Copywriter
Menno Kluin - Executive Creative Director
Lauren Neuman - Mgmt. Supervisor
Cindy Nguyen - Acct. Executive
Joao Unzer - Art Director

At the start of 2012, the average age of the audience for New York City Ballet (NYCB) was 56. To begin cultivating a younger audience, we created a new performance series that reinvented every aspect of the ballet-going experience except for the worldclass performance on stage. Through NYCB Art Series, we brought the average age of the audience down to 31 and 87% of tickets sold were to first-time NYCB ticket holders. In a post-event survey, 79% of attendees said they want to come back to NYCB again.