In 2016/17, The Theatre Centre has had an unprecedented number of dance companies presenting work in our space. Our own dance piece, what it's like, created by adelheid through our Residency program, kicked off the season, and a subsequent eight celebrated companies premiered work thereafter. We wanted to highlight this programming and encourage the cross-pollination of audiences, so we introduced a ticket and marketing initiative called the Dance Card. The Dance Card brought together nine companies (including The Theatre Centre) to offer audiences an accessible and affordable way to catch the work of artists they may never have encountered before.
I created the Dance Card brochure to introduce the initiative and highlight the work of each company. I chose newsprint because there is an immediacy yet timelessness to the look and feel. It also felt like a brochure people could make notes on, circle shows they wanted to see and carry with them easily. The large format allowed me to offer each company a full, two-page, colour spread where they could present themselves in their own unique style and voice.
The brochure and the initiative have been a huge hit both in the theatre and dance communities, enabling the indie companies who wouldn't normally have had the means to create this kind of marketing material to reach a far greater audience by pooling their resources.