Integrated Marketing Campaign Principles and Practices Case Study: Ballet (Performing Arts company)

Background of Hong Kong Ballet Founded in 1979, Hong Kong Ballet is the only professional ballet company in Hong Kong. Under the artistic direction of Stephen Jefferies, the Company offers a broad-based repertoire, covering classical and neoclassical works as well as original pieces with a Chinese theme. On average, HKB offers five to six productions per season at various venues including Hong Kong Cultural Centre, Kwai Tsing Theatre and Shatin Town Hall. Each production consists of …

…a performance survey. HKB has been using the databases only for e-newsletters as well as to announce the one-a-year Hong Kong Dance Awards. Optimizing the database of the completed performance surveys, HKB should further explore marketing activities for smaller market segment within the Ballet Enthusiasts and Arts Lovers. By doing so, the feeling of exclusiveness and elitist will be enhanced among the Ballet Enthusiasts. Also, enriching database marketing will build loyalty among the Arts Lovers.