Date: September 21, 2010
Risdall Marketing Group Presents Ivey Ad Award to Penumbra Theater
Penumbra Theater recognized for outstanding marketing efforts
NEW BRIGHTON, MINN. (September 21, 2010) – Minneapolis-St. Paul is internationally renowned for its performing arts scene, but with so many theaters for patrons to attend, venues must promote shows, seasons and events in a unique way to draw an audience. During this year’s Ivey Awards celebration event held on Monday, September 20 at the Historic State Theatre in downtown Minneapolis, the Penumbra Theatre in Saint Paul received the Ivey Ad Award, presented by Risdall Marketing Group (RMG), in recognition of the theater’s original marketing.
The Ivey Awards were established in 2004 to increase awareness of Twin Cities professional theater and create a celebration for all Twin Cities theater lovers. Since the Ivey Awards began, participation in the program has increased from 39 to more than 75 local theaters. RMG – one of the founders of the Ivey Awards – created the Ivey Ad Award to recognize the significance that effective marketing plays in keeping theater and the arts alive. Judging criteria included originality, creativity, connectivity and how well the efforts motivated people to attend the theater.
Judged by votes from the public, the entry from the Penumbra Theatre was a clever direct mail brochure outlining its coming attractions for the year. The brochure is the last in a series of four, designed to work together in look and style to re-establish Penumbra’s brand. Each brochure was personalized with an individual color to capture the essence of each production season. This year they wanted to convey a regal energy with vibrant purple. The design intent was to create a unique and intimate brochure that would appeal to both ticket buyers and funders. The work of Penumbra is committed to portraying the African American experience in all its rich complexity–to connect audiences through humanity. Thus, the brochure utilizes photos over graphics to capture this “real life” mission.
“It is truly an honor to be recognized with this award” says McGarvie. “Marketing for theatre is a ‘behind the scenes’ effort. The Ivey Ad Award is testament to the appreciation - both within and outside of the theatre trade - of the value marketing provides. Somehow, the word has to get out about what is going on at the theatre! Great effort is taken at Penumbra to present materials that represent the theatre’s art with integrity. To receive the Ivey Ad Award is to be part of the on-going celebration of the amazing theatre community within the Twin Cities. How lucky we are to be a part of it!”