Nutcracker
Restoring Ticket Sales and Brand Awareness Through Public Relations in the Live Entertainment Industry
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1377
Total Press Mentions
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2B
Total Reach
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203M
Total Broadcast Reach
The Nutcracker! Magical Christmas Ballet enchants families every holiday season with its dazzling sets and elegantly attired dancers.
Industry
Services
Public Relations
E-mail Marketing
Paid Search
Paid Social
Search Engine Optimization
Challenge
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.
Solution
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.
Results
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.
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.
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.
Learn more about how 829 can help your company achieve similar revenue growth.
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