ABT – Ads For A Younger Audience

Trying to appeal to a younger demographic, American Ballet Theatre has commissioned a hip new ad campaign. “Rather than targeting the ballet’s traditional audience, older patrons and aficionados of the arts, the campaign takes aim at younger set. According to the U.S. Census, young adults ages 18-24 is the fastest-growing segment in arts attendance. The “Be moved” campaign aims to change people’s perception of the company from stodgy to sensual. ‘We wanted to really make it aspirational, but also accessible’.”