Traffik takes ballet to the streets

Marketforce’s experiential arm, Traffik (WA) was approached by the West Australian Ballet to generate ticket sales for their latest production of Romeo and Juliet. The West Australian Ballet felt there were new ticket-buying public who would be attracted to the C20th contemporary performance who may not be reached via traditional marketing channels.

Traffik (WA) Account Director, Clare Read-Smith, who joined Marketforcein May from London based experiential marketing firm Jack MortonWorldwide, engaged the project team immediately devising new mediatactics to bring dance to the public.

“Perth is still relativelynew to the flashmob concept as a marketing tool. We felt that, ifcoupled with a social networking campaign, the event provided a greattool for accessing the market,” said Read-Smith. “We’ve achievedexcellent broadcast coverage through Channel 9 Perth and The West TV,which we’ve coupled with a social networking teaser and post-eventcampaign. The digital campaign is already creating buzz on Facebook,YouTube and Twitter. It’s my passion to bring engaging experiences tonew audiences and we are now reaching a new ticket-buying public forthe West Australian Ballet”.

See the vision here