Pennsylvania Ballet Turns 50

Challenge

Maven was tasked with bringing national visibility to Pennsylvania Ballet for their 50th Anniversary Season.

Strategy

Maven developed a year-long 50th Anniversary campaign. The campaign kicked off with a major press event announcing the season and the grand opening of the new $17.5 million Louise Reed Center for Dance. Events throughout the year included dancers ringing the NASDAQ closing bell in Manhattan, a season-opening gala, a free public performance and the inaugural Nutcracker Market. The 12-month media relations campaign was developed around the anniversary and scheduled events; complementary social media campaigns ran in tandem with media pushes.

Results

Media coverage surged locally and nationally throughout the year and resulted in a significant boost in traffic to Pennsylvania Ballet’s website. Social media engagement was also increased over the course of the year and peaked around the 50th Anniversary Facebook campaign, which received more positive engagement than any other social media campaign in Pennsylvania Ballet history. 

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