#19601 Sydney Dance Company Counter Move
“Avant Card is an integral part of my campaign marketing mix. The print quality is amazing, service outstanding and the distribution locations are optimal for maximizing pick up and conversion.” Zena Morellini, Sydney Dance Company Marketing Manager
Sydney Dance Company opened 2016 with CounterMove — an exhilarating double bill that intrigued, moved and entertained audiences.
Rafael Bonachela’s world premiere, Lux Tenebris explored light and darkness with fiercely physical movement and deep, electronic beats by composer Nick Wales (long-term collaborator of Sarah Blasko). Alexander Ekman’s Cacti was a brilliantly conceived, laugh-out-loud funny piece that dared to poke fun at contemporary dance. Featuring a string quartet live on stage, Ekman’s witty and energetic choreography returned to Sydney having left a global trail of rapturous reviews.
COUNTERMOVE COMPETITION: WIN a trip to Europe
See the international premiere of Lux Tenebris performed by the Dresden Frankfurt Dance Company in Frankfurt, Germany this September. To enter buy for Sydney by 25 Feb and Canberra or Melbourne by 18 May with the code SDCWIN.
The CounterMove competition was dreamt up by Zena Morellini. “It was designed specifically to drive early ticket sales through an enticing ticket buying incentive. Avant Card was one of the many platforms that we used to promote it.”
On Wednesday 27 January and Wednesday 10 February 2016, 25,000 postcards were released in Sydney, and on Wednesday 20 April 20,000 postcards were released in Melbourne, and 5000 were released in Canberra, across cafes and bars, arts and culture venues and universities, in Avant Card’s national distribution network targeting the professional, tourism, student/youth, family and gay markets.
604 tickets were purchased (across the three seasons) using the code SDCWIN – 5% of final total sales. 312 ticket buyers used the code. Melbourne buyers made up 63% of purchases using the code, with Sydney buyers making up 35% and Canberra buyers 2%. 11% of all Melbourne buyers used the code.
Avant Card and Sydney Dance Company first joined forces in 1993, with the Beauty and the Beast ‘live in cabaret’ campaign. 23 years later, the relationship is still strong. “Sydney Dance Company have two main seasons per year, and we use Avant Card for both.”