Using advertising for brand building
'Rambert is fortunate to have one of the most highly recognised brands in the arts. We also know that we need to attract virtually a new audience every time we visit a city and so for this reason we exploit the brand through national and regional advertising. When spending a large sum on national press seasonal announcement ads, we know that it is not going to sell us vast amounts of tickets (we just about cover the cost of the advertising) but they help Rambert to maintain its profile. It is just one of the elements of the marketing mix that 'broadcasts' the fact that Rambert is in town and given the fact that less than 25% of the audience is made up of previous Rambert attenders, it is important.'