TeatroStageFest unveils advertising campaign via The Vox Collective.

TeatroStageFest unveiled this week a new advertising and marketing campaign in support of its third edition taking place June 15-28th. The campaign entitled “expect the unexpected” leverages humor and speaks to the diverse categories of productions at this NY-based festival, the cultural background of pieces and performers, as well as the overall engaging nature of the works showcased.

“Our new advertising campaign reflects the wit and whimsy inherent in our culture and in many of the productions we will be spotlighting over the course of two weeks at TeatroStageFest 2009. The goal is to tease and surprise our audiences with theater, dance, comedy, and music performances that entertain and challenge the heart and mind, a smart distraction greatly needed in this economic climate,” states Susana Tubert, Executive Producer of TeatroStageFest. “I’m confident that at the end of this two-week celebration of Latino Arts and Culture, vox’s campaign will have created an aura of new possibilities and great fun for all audiences — which is exactly what our brand experience is all about.”

The advertising campaign was created by NY-based boutique advertising agency the vox collective. The agency developed the overall messaging strategy, creative platform, tagline and key collaterals. The campaign consists of newspapers ads, direct mail pieces, interactive, as well as grassroots elements such as posters and post-cards. “Advertising is very similar to theater in that they both seek to connect emotionally through stories so it’s natural for us to support TeatroStageFest and its mission of promoting great Latino voices,” comments Roberto Ramos, the vox collective president/ceo and co-founder.

The “expect the unexpected” creative platform is brought to life through a series of images meant to stir up a sense of surprise. They feature a stage with a spotlight and a rising curtain revealing two feet that don’t seem to go together, hinting at some fun mischief to come.

“New Yorkers “get” Theatre. Broadway, off-Broadway and off-off Broadway. There are many arts festivals in the city, but TeatroStageFest offers a unique experience and we wanted it to stand on its own. We did so by defying New Yorkers, who pretty much see it all, to experience something that will make them both think and smile. And that’s what the campaign seeks to evoke, a mischievous invitation for all to a fun and smart gathering,” says Andrés Cortés vox collective creative director and co-founder.

The campaign pieces can be viewed at http://www.thevoxcollective.com/teatrostagefest>