Arizona Theatre Company

Why just one show when you can come for a whole season?

The Arizona Theatre Company is a regional theatre producing local shows at Broadway levels of professional performance. While the Theatre attracts plenty of patrons for popular shows, it's another challenge to convince patrons to subscribe to a season's worth of shows. 

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Our team provided personas of the common ATC patron using data from Scarborough and MOSAIC, and then sought to understand their motivations on going to the theatre. Our target market and client had one vital, overlapping value: community. Thus, our messaging focused heavily on making the audience a part of the production. After all, without the community's support, ATC wouldn't be able to operate.

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This campaign won a Bronze ADDY for Integrated Campaign with the Phoenix Ad Club.