The Bachelor billboards causing heartbreak and passion across America, the Louisville Ballet wanted to tell its own love story to drive interest, ticket sales and season ticket holders for its newest season, the “Season of Romance.”
The campaign kicked off with a
series of 15 teaser billboards across Louisville, sharing very personal and suggestive messages from a woman named Jessica, to her partner Chris. While the creative included a subtle nod to the different elements of a ballet – including
sitting, stage, role play, and performance - the billboards were left unbranded and got people talking. Consumers took to social to share the assets and their best ideas for the mystery brand behind the boards. A week after launch, the billboards were swapped out to reveal that the Louisville Ballet was behind it all and gearing up for a big “Season of Romance.”
Partnering with Mightily, the campaign also saw a 150% increase in website traffic post-reveal, with a 36% increase in new user traffic, and reached over 464K consumer on Twitter.
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