Meet a Marketer: Annisha Hinkle of the LA Phil

This interview originally appeared in the new BroadwayWorld Monthly Marketing Update, a monthly email designed for theatre marketing professionals. In each update, we'll share data and trends from our audience, wider trends in the marketing industry, helpful tools and resources that you can use to promote your shows and seasons, and, introduce you to some of the best marketers working in the arts today.

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Annisha Hinkle is the Senior Manager, Promotions and Partnerships with the Los Angeles Philharmonic, where she works on campaigns for LA Phil shows and other events happening at the Walt Disney Concert Hall, the Hollywood Bowl, the Ford, and beyond.

What is your biggest challenge marketing productions at the moment? How are you facing it?

My biggest challenge is usually containing our ideas and keeping our focus on what’s realistically executable when we have multiple productions on sale going on at the same time that also need promotion! There’s always so much we want to do and never enough time.

What advice would you offer to other marketers based on what is working for the LA Phil at the moment?

What really works for us is collaborating with other arts organizations or content creators that come from different backgrounds and have a unique point of view to help us spread the word about our productions and the work we’re doing. Collaborate with others and search for creators with a different audience to showcase their experience with seeing a show at your venue to their followers. You can reach a whole new audience that your content may not have reached otherwise. 

How do you approach designing the various assets for your campaign? Is it driven by the marketing department, the show's creative teams, or a hybrid?

It's definitely a hybrid. Some of our artists’ creative teams have a unique vision and we default to their look and creative for the production’s promotional assets. When it comes to our philharmonic’s productions, it’s a collaborative effort with our artistic, marketing, and creative services teams to come up with a unique look that’s used for the various assets needed. 

Why do you utilize BroadwayWorld as part of your marketing mix?

The LA Phil strives to offer our audience a wide variety of musical programming that keeps our subscribers coming back as well as interest newcomers to visit our venues. There’s always a live Broadway production with the orchestra performing the score, an opera, or a showcase of a legendary composer’s work on the calendar. Plus, classical music fans come from all throughout the art world. It would be silly to not promote to an audience that enjoys theater and musicals.

What has been your favorite show that you’ve had the pleasure of putting together a campaign for?

I’ve gotta say it was the work I did for our Canto en resistencia programs earlier this season at Walt Disney Concert Hall. I got to work with several Latine content creators and arts and cultural organizations to not only promote our programming but to give them our space to share the work that they do. The series focused on songs of resistance and protest written and performed by women and centered around issues of immigration and violence against women.

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