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Kory Kelly
What New Ideas Are You Deploying to Win Broader Audiences?
Posted by Oct 06, 2011
![](https://intranet.americansforthearts.org/sites/default/files/styles/square_150/public/pictures/picture-5062-1539810053.png?itok=MXYe-tCB)
Kory Kelly
This year, Actors Theatre has launched a campaign that features the art on our stage with a combined focus on the people who attend. The campaign’s tagline is “Your City. Your Arts. Your Actors Theatre.”
The idea behind this is to feature a variety of people in all the materials, including people of many ethnicities, age groups, occupations, and backgrounds. Each featured patron states why Actors Theatre is THEIR Actors Theatre, with reasons ranging from date night to seasonal fun, and everything in between.
This campaign has provided us audience engagement at offsite events where we provide dry erase boards and photograph people with statements about why they like Actors Theatre. These photos are then looped into our lobby videos.
We chose this campaign for numerous reasons:
1. Community Focus
Actors Theatre’s mission (expanded for clarity here) is to represent the community in which we live and provide theatrical opportunities that anyone can attend. However, as most arts marketers know, access to all is not something that is easy to say, so why not show it? It is easy for people to look at a picture and say, “Hey! That person is just like me! And they go to Actors! Maybe I should go!”