Multimedia Marketing and Advertising | New English Ballet Theatre

The New English Ballet Theatre (NEBT) approached Consider This with a project to launch a multimedia marketing campaign for their world premiere of 'Quint-Essential: Five New Ballets' at the Peacock Theatre.

Our main objectives were:

  • To raise awareness of the new shows
  • To publicise and generate ticket sales through traditional and digital marketing
  • To create striking marketing collateral with distinction and individuality, so as to stand out amongst the plethora of other dance companies

Artwork design and marketing collateral

Using the client's brief, we began work by coordinating the photography for the lead shot and imagery for the entire campaign, which were then used on the brochures, website and social media. We then began to concept and design the lead poster and associated flyers, adverts and other marketing collateral, including the shows' programme, which we took to print for the client. On the day of photo shoot we also recorded lots of video content for social media use, including on their adverts, to create a reall buzz and give their social media followers a real feeling of what happened "behind the scenes".

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Outdoor advertising and direct marketing

The marketing collateral with the striking new brand design was then used to advertise the shows using traditional marketing channels, such as out-of-home advertising at prominent locations around London. We also executed an outreach campaign where we sent flyers and posters to relevant dance schools and studios in and around London e.g. Pineapple Dance Studios, Trinity Laban, Karen Hardy Studios and many more. 

We strategically secured a bus stop advert in Holborn, walking distance from the venue.

  • Bus stop advert placed in Holborn as part of NEBT’s promotional campaign – designed by Consider This UK
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Website refresh and landing pages

We updated NEBT's website to match the new branding and showcase the upcoming shows. Attractive landing pages were also created with the purpose of converting the traffic driven from our digital marketing activities into sales.

  • Students offer landing page, re-designed with SEO friendly copy and relevant images
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By the end of the campaign, we were able to grow the client's web sessions, users, page views and new sessions by 136.2%, 147.7%, 87.5% and 8.9% respectively.

Email marketing and digital outreach campaign

To coincide with our marketing activities on other channels, we launched several email marketing campaigns to targeted lists. These achieved exceptional results, with one campaign generating a 37.5% open rate and 13.8% click-through rate, which is 18.79% and 6.56% higher than the industry average, respectively. 

We also reached out to relevant organisations such as London Theatre Direct, London Theatre Bookings and Ingresso to explore opportunities of including our client in their email marketing activities.

  • Ingresso newsletter sent out to promote the show to their 35,000 email subscribers
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The email marketing campaigns were a success, allowing us to expand our campaign's reach to the thousands of subscribers on these organisations' mailing lists and ultimately drive more sales.

Social media management and advertising

Our digital marketing activities extended to social media management and advertising. To start off, we updated the client's social channels, including cover photos, logos and copy, ensuring that these were consistent with their brand. We achieved high levels of growth and engagement through regular organic posts as well as paid social advertising based on high quality images, attractive videos and captivating copy.

  • Twitter page – rebranded with show’s graphics – designed by Consider This
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The social campaign also included reciprocal marketing activities and outreach to relevant accounts, such as The Place, Darcey Bussell, bbodance, Sadler's Wells, Brighton Fringe and more, resulting in retweets and mentions which promoted the client's shows. This helped further expand the campaign's reach by placing it in front of a wider audience via these prolific social accounts.

Results

This integrated marketing campaign generated positive results and growth for the client, such as increased sales for the world premiere of 'Quint-Essential: Five New Ballets and introducing NEBT's brand to new audiences. Bearing in mind the project was completed in a period of two months, we achieved 8.6% Facebook growth and 4% Twitter growth. We thoroughly enjoyed working on this project.

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