The Australian Ballet's 2008 Season signalled a change in audience appetite for full length narrative based works. Much of the credit for this can be attributed to innovators such as Frederick Ashton and Kenneth MacMillan, choreographers who, from the 1950s and 60s reinvigorated the full evening narrative ballet for a new generation. 3 Deep were asked to establish a highly visceral campaign to stimulate emerging patrons, partners and media.
In 2008, the Ballet Imperial programme placed Balanchine’s magnificent tribute to the glory days of Russian Imperial ballet, Ballet Imperial, alongside some of the master Marius Petipa’s greatest moments. Interplay, the most contemporary programme in 2008, marked the company's ongoing contribution to the project Ballets Russes in Australia: Our Cultural Revolution.
Underpinning the need to attract new audiences in a highly competitive entertainment market, the campaign helped position the season, excite existing and discerning consumers, while captivating and stimulating emerging patrons, partners and media.
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