“We’re bringing sexy back.” – Orlando Ballet’s ’sexy’ campaign leads to Battle of the Sexes

Can sex help sell tickets?

Leaders of Orlando Ballet are banking on it.

A promotional brochure highlights “hotter dancing” on its cover and proclaims, “We’re bringing sexy back.” The poster for the modern “Battle of the Sexes” program, which opens tonight, goes one step further: Sexy is back, it shouts in all capital letters.

http://www.youtube.com/watch?v=ln2RS2GrUqQ

Juan Escalante, the ballet’s executive director, says the campaign is a way “to make ballet accessible and not so intimidating.”

Marketing experts agree that broadening an organization’s appeal is crucial for long-term success, but they caution there are risks whenever an established group tries to re-brand itself. “I think there’s a risk, but I think it’s a necessary risk,” said Wendy Connor, president of True Marketing, which promotes the touring Broadway shows that come to Orlando. “If you don’t develop new audiences, your business isn’t going to grow.”

The biggest risk, of course, is alienating current fans. “You could possibly get push back from traditional patrons,” said Connor, who this year received negative comments on “Rock of Ages,” a younger-skewing Broadway show with 1980s rock anthems. At Orlando Ballet, Escalante said, some board members expressed concern before agreeing to proceed with the campaign.

Escalante said he is monitoring reaction.

via Orlando Ballet’s ’sexy back’ campaign leads to ‘Battle of the Sexes II’ – Orlando Arts Blog – Orlando Sentinel

Gramilano( Editor )

Graham Spicer is a writer, director and photographer in Milan, blogging (under the name ‘Gramilano’) about dance, opera, music and photography for people “who are a bit like me and like some of the things I like”. He was a regular columnist for Opera Now magazine and wrote for the BBC until transferring to Italy.

His scribblings have appeared in various publications from Woman’s Weekly to Gay Times, and he wrote the ‘Danza in Italia’ column for Dancing Times magazine.