On the verge of bankruptcy following the financial fallout from low ticket sales amidst a sagging economy, Ballet British Columbia needed to communicate their dilemma to the media and the public. The company couldn’t survive without an increase in ticket sales for the annual holiday performance of The Nutcracker, nor could they complete their 2008/2009 dance season. Curve initiated a campaign with a well-attended press conference and then continued to drum up public support through regular press releases, media scrums and promotional opportunities, all coordinated through our strong, long-standing relationships with media partners in the city and across Canada.
Curve ensured Ballet BC’s predicament was featured in every local news outlet, nationally across Canada, and in international publications, including dance magazines, and even The New York Times. Curve’s strategic and innovative campaign ensured the ballet not only sold 12,000 tickets, but also exceeded its ticket sales goal by 15 per cent.