Apollo Theater 2017/18 Season Campaign

Looking to expand their audience, the Apollo Theater’s 2017/18 season featured new ticket subscription packages and an amazing and unusual mix of performances, including music, theater, opera, comedy, and dance.

To clue patrons into the new offerings, we developed a unique look that stood out from the Apollo’s standard brand — creating a series of textures and typography generated entirely by paint and marker. Using bold, familiar colors, the campaign feels like the Apollo, but stands out as a campaign and season unlike any other.

Working closely with the Apollo team, we developed a look that could be easily applied to each performance.

The campaign included a variety of digital advertising, social media, merchandise, and subway posters.

“We launched the Apollo’s first ever subscription series with the piece and reached our goal early for subscribers.  In terms of impressions, we ran millions through the campaigns digital and launched 65,000 direct mail pieces.”

Melissa Skinner, Senior Director of Marketing