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Advertising
As AOR, DMA United implemented a comprehensive strategy to move NYCB from waning interest and diminishing sales to increased relevancy among Manhattan’s chicest cultural tribes, and in turn, meaningful revenue growth.
After several seasons, this reinvention of the venerable house that George Balanchine built proved powerful, coming to life across several communications platforms.
Updated seasonal creative, the division of the campaign between psychographic and demographic groups, a broader emphasis on transmedia (digital, film and print) and a 3 year campaign to introduce the entire company of 100 dancers to the audience yielded increased attendance and sold out shows.
Romeo + Juliet - Wild Postings Teaser
Romeo + Juliet - Wild Postings Payoff
Fabric Campaign - Print Ad
Fabric Campaign - Wild Postings
Fabric Campaign - Wild Postings
Fabric Campaign - Lincoln Center Signage
Wild Postings - Campaign Sketches: Santiago Calatrava
Wild Postings - Campaign Sketches: Santiago Calatrava
Wild Postings - Campaign Sketches: Santiago Calatrava
Outdoor Signage - Campaign Photography: Henry Leutwyler
Lincoln Center Signage - Campaign Photography: Henry Leutwyler
Campaign Photography: Henry Leutwyler
Print Advertising - Campaign Photography: Henry Leutwyler
Season Brochure - Campaign Photography: Henry Leutwyler
Season Brochure - Campaign Photography: Henry Leutwyler
Print Advertising - Campaign Photography: Henry Leutwyler
Print Advertising - Campaign Photography: Henry Leutwyler
Seasonal Creative Platforms
Strategy
Print
Collateral
