For Boston Ballet, performance is about movement, emotion, and connection. Through premium placements with Smartify Media, the organization extended that experience beyond the theater and into the real-world environments where audiences live, work, and move throughout the city.
As part of a broader omnichannel strategy, Boston Ballet utilized Smartify’s DOOH network to deliver visually compelling full-motion creative designed to engage audiences in high-attention environments. Beyond expanding visibility, the campaign helped the organization reinforce recognition, maintain a cohesive brand presence across channels, and connect with audiences in moments that feel contextual and memorable.
Across a series of seasonal DOOH activations, Boston Ballet has had campaigns spanning 42 total weeks, generating more than 46 million impressions across 205 digital screen placements throughout the Boston market. Campaigns supported major productions including Romeo and Juliet, The Nutcracker, The Dream, Spring Experience, and Boston Ballet School programming.
“DOOH plays an essential role in how we bring our performances to life beyond the stage. As part of an omnichannel strategy, it allows us to meet audiences in their everyday environments with visually compelling, high-impact storytelling that showcases the artistry of our work.
With limited formats in the market that support full-motion video, Smartify placements give us the rare opportunity to showcase dance as it’s meant to be seen—fluid and expressive. For an art form rooted in motion, that distinction is critical.
At the same time, Smartify panels enable us to thoughtfully expand our out-of-home footprint, reaching new audiences while maintaining a cohesive brand presence across channels. Whether supporting a major full-length production or a mixed-repertory program, the consistency and quality of these screens allow us to build recognition, reinforce messaging, and sustain momentum throughout the season.
That combination, impactful storytelling, strategic reach, and a platform that respects the integrity of our creative, keeps DOOH, and Smartify in particular, a continued part of our campaign strategy.”
— Hope Wollach, Boston Ballet