Audience Development Playbook

• Discover: Singapore Ballet recognised that conventional arts marketing was not enough to reach audiences beyond their core dance community. To grow meaningfully, they needed to connect with people who had never considered attending a ballet performance.

• Define: Singapore Ballet identified an opportunity to layer strategic storytelling through a partnership with Catch.sg ↗ (opens in new tab) alongside their existing production marketing, shining a spotlight on the people behind the art to make ballet feel more human and accessible. They also made a deliberate decision to apply for the SG Culture Pass eligibility, opening their doors to audiences who might not have otherwise considered spending on a ballet ticket.

• Develop: Singapore Ballet partnered with Catch.sg ↗ (opens in new tab) to product authentic, people-centred content across articles, Instagram and TikTok. They also pursued cross-industry media collaborations with lifestyle publications. Cross-genre KOL activations and a structured multi-layered discount architecture (including an exclusive SG Culture Pass Bundle), further broadened their reach and lowered barriers to entry.

Outcome (Deliver)

• The 2025 season saw SG Culture Pass eligible event “Passages” sold out completely while “Ballet Under the Stars” had 35% of tickets paid through SG Culture Pass credits. This grew ticket sales by up to 18%. The collaboration with Catch.sg ↗ (opens in new tab) also grew new users with 1.22 million views recorded across Catch.sg ↗ (opens in new tab) social posts. This strengthened Singapore Ballet’s overall digital marketing efforts resulting in new user website traffic by 137%.

• Discover: FCT used the Audience Development Playbook to look more closely at Adults with Young Children, particularly Supportive Parents and Preoccupied Parents. The team recognised that the show already offered entertainment, interaction and learning, but needed to make these sources of value clearer and easier for families to assess.

• Define: The strategy was to refine the existing experience around the decision factors that mattered to parents: a clear musical proposition, educational value, active participation, family value, simple logistics and accessible information. FCT identified the event synopsis and title change[A(1]  as its most important intervention.

• Develop: FCT renamed the production “Wheels on the Bus - The Musical”, expanded the SISTIC synopsis to explain learning outcomes and interactive elements[A(2] , introduced family bundles, highlighted the child's goodie bag, strengthened “Getting Here” information, and sent ticket-holders a Parent's Guide and detailed pre-show information. FCT also continued its community outreach through NTUC First Campus and Touch Community Services.

Outcome (Deliver)

• The 20-show run sold out more than three weeks in advance after additional shows were added, with 1,785 tickets sold. Bundles accounted for 45% of tickets and Culture Pass for 77%, while two-parent/one-child families made up 50% of tickets. FCT also reported positive qualitative results with over 90% of Culture Pass attendees being very satisfied (68%) or satisfied (25%) with the event. 98% of Culture Pass attendees also agreed that they would continue to attend arts shows in the future.

The TENG Company Utilised the 4-step Audience Development Cycle from the Playbook to achieve successful audience expansion through innovative programming.

• Discover: Identified wellness-focused individuals as an untapped segment who would not typically engage with traditional Chinese music.

• Define: Recognised the growing wellness trend in Singapore and defined an opportunity to connect traditional Chinese music with wellness principles, targeting Culture Seekers beyond their existing audience base.

• Develop: Created Singapore's first immersive lie-down wellness concert, fusing Chinese musical elements with ancient wellness principles in a 360° listening experience for modern wellness seekers.

Outcome (Deliver)

• 59% first-time attendees

• 83% rated the experience as excellent

• 72% very likely to return

The Storytelling Centre utilised the 4-step Audience Development Cycle from the Playbook to achieve exceptional ticket sales and positive feedback.

• Discover: StoryFest's traditional indoor folklore programming primarily reached families with children. Identified an opportunity to engage Social Seekers and Discerning Connoisseurs — young adults, heritage tourism enthusiasts, and audiences willing to pay more for quality experiences.

• Define: Spotted six underutilised public art Benchmarks along the Singapore River as an activation opportunity. Strategy: introduce current audiences to outdoor formats while developing new adult segments through higher-priced, longer-duration programming.

• Develop: Created Story Walk, a 90-minute outdoor roving storytelling experience combining local history and folklore around the Benchmarks. Grew from 3 stories in 2023 to 6 in 2025, with evening sessions, multi-channel marketing, and partnerships with Arts House Limited, heritage societies, and educational groups.

Outcome (Deliver)

• Sold out in Year 1

• 96% tickets sold in Year 2, despite a 50% price increase

• 88% first-time attendees; attendance improved from 79% to 95%