May 10, 2012

Case Study: Canada’s Royal Winnipeg Ballet presents Svengali

The Client

Founded in 1939, Canada’s Royal Winnipeg Ballet holds the double distinction of being Canada’s premier ballet company and the longest continuously operating ballet company in North America. Versatility, technical excellence, and a captivating style are the trademarks of Canada’s Royal Winnipeg Ballet, qualities that have garnered both critical and audience acclaim.

From April 20 to 22, 2012, the venerable company visited Vancouver to present their latest work: Svengali. Choreographed by Mark Godden, the creative genius behind RWB's acclaimed Dracula, the work represented a balletic re-imagining of George du Maurier's Victorian novel Trilby.

The Campaign

Laura Murray Public Relations were hired to oversee and implement all aspects of the RWB’s marketing, publicity, and communications in the Vancouver market. Our participation included, but was by no means limited to:

Working with RWB designers to create visual materials for westcoast audiences
Writing compelling marketing copy to encapsulate the ballet
Planning & booking an advertising buy
Writing all press releases & conducting a media relations campaign
Devising & implementing ‘guerrilla’ promotions & special events
Overseeing online marketing & social media activities
Coordinating reviewer attendance
Consulting on ticketing & monitoring sales

The Result

Previews and reviews were booked in all major Lower Mainland news outlets and community newspapers, and extensive coverage was secured on radio, television, and online media outlets. The advertising campaign achieved a tremendous street, media, and online presence, which resulted in a sense of the production being ‘everywhere.’

The Royal Winnipeg Ballet were greeted with rapturous, standing ovations at all three performances. Audiences were left brimming with anticipation for the company to return in December and present their timeless, visually-spectacular Nutcracker.