Quantum, performing challenging work in different venues for each play, was perceived as unpredictable and out of touch with a broader audience, resulting in declines in attendance, subscriptions and sponsorships and contributing to attendance resistance.
Droz Marketing created a new, lighter-toned ‘Family-of-Brands’ based on the parent “Q” brand with a variety of market-segmented ‘evening’ brands, which, although featuring the same play, enabled each evening to create a different audience experience. These included: ‘Ladies Night,’ ‘Quantum On The Couch,’ and other tailored experiences. We also developed the Q-Burgh campaign for the 25th Anniversary Season.
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