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At first glance, performing arts and Millennials may not seem like a match made in heaven, but Lincoln Center, the world’s leading performing arts organization (with 6.5M annual visitors) needed to find a way to relay its value to this young, highly important demographic. By exploring their own brand identity and layering Millennial trends, they were able to ensure its relevance among younger audiences. Join Kathryn Peterson of Lincoln Center for the Performing Arts, Kate Charles of Seiden Advertising, and Tyler Murphy Reed from Annex 88 to learn about how this storied institution is using data-driven insights to diversify programming, improve access, and customize outreach to targeted demographics.