Restoring Ticket Sales and Brand Awareness Through Public Relations in the Live Entertainment Industry

A banner with a the cast of the Nutcracker on stage and the text "Nutcracker! Magical Christmas Ballet" next to a logo of a nutcracker head.
  • 1377

    Total Press Mentions

  • 2B

    Total Reach

  • 203M

    Total Broadcast Reach

A logo with the text "Nutcracker! Magical Christmas Ballet" next to a nutcracker head.

The Nutcracker! Magical Christmas Ballet enchants families every holiday season with its dazzling sets and elegantly attired dancers.




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In a crowded and competitive market, Talmi Entertainment called on 829 Studios to elevate the show’s brand awareness, amplify share of voice, and drive ticket sales for the 2023 holiday tour. In an industry trying to recover from the pandemic, 829’s mission was to thoughtfully carve out a distinctive space for the client and elevate the brand’s image.


829 devised a twofold media relations strategy with the following elements: a highly curated media outreach plan to amplify existing brand programming and the execution of community activations to increase the brand’s presence in priority markets.


From June to December 2023, 829’s team secured 1,377 total press mentions, including 783 earned press placements and 594 syndicated articles, which generated over 2 billion unique views. We successfully coordinated 120 broadcast features across 85 markets in the 2023 season, generating 203.6 million unique views. In all, the project yielded a total advertising value of $18.8 million.

In addition, the Nutcracker Village activation raised 20 thousand dollars for the hospital partner. The project resulted in 22 regional press articles, yielding 36 million unique impressions.

A banner with a maroon background and the text "Nutcracker! Magical Christmas Ballet" next to a logo of a nutcracker head.
Logos of six different american tv stations: WRDW 12, WXYZ 7 ABC Detroit, KRTV 3, KRGV 5, KREX 5 News, and KRGE News 13.

Media Outreach

With shows in 85 different cities over the course of three months, the 829 team built comprehensive media lists for each market across print, broadcast, web, radio, newspapers, and lifestyle blogs. Media outreach efforts ranged from ticket sales announcements to open auditions for local child dancers. In addition to regional efforts, the team executed outreach to national publications, touting NUTCRACKER! Magical Christmas Ballet’s accomplishments and differentiators.

A map of the continental United States with the text "Press Pickups Per State" and states highlighted to show how many press pickups were in each state - with the highest numbers in California, Colorado, Texas, and New York.
A performer in a colorful Nutcracker costume dances on stage at BroadwaySF's Golden Gate Theatre, with promotional text announcing the ballet's December shows in Broadway World.
Man in black sitting on a stool smiles in a room with light wood floors, beside a graphic promoting an interview with him titled "Orchestra Conductor Michael Repper on 'The Nutcracker' and a graphic of a podcast player.

Community Activations

The team proposed and executed multiple community activations to further amplify press and drum up excitement in priority markets. Our team ideated and executed a community activation with the Village of Rosemont, Illinois, to promote the shows at the Rosemont Theater and raise money for a local hospital. The team partnered with community sponsors and commissioned local artists to paint and display Nutcracker statues at three events, including the theater. In between two shows, Talmi Entertainment and the Village of Rosemont presented a check to Advocate Lutheran Hospital on behalf of the sponsors.

Two people seated in orange chairs on a tv set for Channel 6 news, having a conversation, with a blue background displaying the Nutcracker logo.
Dance performance on a television news program for Channel 20 Detroit, featuring ballet dancers in black outfits posing beside a Christmas tree, with news graphics displayed.
A ballet dancer in a colorful costume performing with children looking on in awe at a holiday-themed event, with The Boston Globe logo at the top.
A person paints a red rose design on the back of a large black nutcracker statue, marked Rosemont Theater, with text on the left from the Daily Herald: "Nutcrackers To Be On Parade Through Rosemont For The Holidays."
Two magazine covers displayed side-by-side; one depicts a Nutcracker ballet performance, the other highlights the cover of Albuquerque The Magazine.

829 has shined all year while working with our show!! Bravo! Thank you for all of your work. It has been wonderful to sit in on the weekly meetings and see these projects come to life.

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