New York Gilbert & Sullivan Players is the world’s leading organization celebrating the legacy of the Gilbert & Sullivan musical comedy. Our challenge was to expand the core audience to include a new generation of musical comedy lovers who might not be familiar with Gilbert & Sullivan. Starting in 2009, we shifted marketing funds away from traditional direct mail towards an integrated campaign including television and online media. As a result, subscriber base increased by 15%, responses shifted from traditional mail and phone towards less expensive online conversions, and ticket sales continue to grow.