Tulsa Ballet was experiencing an incredible decline in attendance and ticket sales due to the clientele getting older. We found that many women wanted to go but their boyfriends and husbands thought is wasn’t a very heterosexual activity, so they never got to attend. Our strategy was simple. Guys really want one thing out of a date, and if you can take a girl to something like the ballet, your chances of having a “happy ending” are significantly increased. All we needed to do was give these macho men a good, logical reason to buy some tickets. The spots got attention and raised awareness to a much younger generation. While they were protested a bit from the stiffs in town, traffic did increase (And yes, the midget spot actually ran.)
