Northern Ballet Theatre

9 focus groups with existing, lapsed and potential ballet attenders nationwide explored Northern Ballet Theatres (NBT) repertoire, brand image, brand awareness and associated audience propensity to attend. What emerged was the positive and negative influence of repertoire on audience motivation over and above the brand. The direct correspondence between a person's familiarity with the repertoire on offer and attendance strongly indicated the need for NBT to undertake a brand review in order to strengthen its relationship with audiences and build loyalty based on the company and its experience offer.