The Queensland Ballet has launched into data-led marketing and advertising with its new media agency Audience Group .
The ballet, celebrating its 60th year, appointed Audience Group for its approach to data led media strategy and evidence based advertising.
“Being a not-for-profit arts organisation, efficiency of marketing spend is critical,' says Erin Core, head of marketing – artistic, Queensland Ballet.
"By developing a clearer picture of donations and sales attributed to investment, we can ensure that we focus our budget wisely."
One of Audience Group's first steps has been to better collaborate with the Ballet’s ticketing platform providers to create data collection points that combine with real-time ticketing data to understand, segment and target the ballet’s customers.
Tom Evans, Audience Group’s managing director, says the data allows for real-time assessment of campaigns.
“You have to know what to look for, what to ask for, and how," he says.
The Queensland Ballet’s Season 2020, which has been postponed due to COVID-19, will include a contemporary bespoke program, challenging choreographers to fuse digital technology such as virtual reality (VR), animation and intelligent lighting with dance to create multi-sensory experiences.
The ballet company has during the shutdown been delivering a range of online dance classes, with live instruction from its leading teaching artists.
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