We initially supported Northern Ballet to help them leap back into the spotlight after the pandemic, getting audiences to return to the ballet. Since then, we’ve worked with the company many times. Our aim is to keep Northern Ballet in the public eye, not only as one of the UK’s leading dance companies, but as a creative institution doing something different, bringing fresh narrative productions to new audiences.
As Northern Ballet is a touring company, it’s crucial that audiences are inspired across the country. We’ve worked closely with each regional venue and tailored our media strategy around local angles, while attracting national press with features, interview pitches and personal stories within the artists’ teams. To ensure the company’s stellar reviews are seen far and wide, we’ve distributed event listings and invitations to the UK’s most established dance critics.
Our approach is holistic. We’ve explored every opportunity for interest – from music to set design – and gone behind the scenes to generate stand-out content.
We’ve achieved a drumbeat of media interest for Northern Ballet across major titles, including The Times, The Week and TimeOut, and have successfully secured TV coverage for every single production we’ve supported. Interviews in specialist publications such as Chimeo demonstrate Northern Ballet’s industry-leading approach, while targeted regional stories have whipped up interest across venues country-wide.
Today, Northern Ballet are seeing some of their best occupancy results since the pandemic, are working on brand-new ballets and are celebrated for their contemporary appeal.
