Birmingham Royal Ballet
We were tasked to support Birmingham Royal Ballet’s ambitious project for 80 young people across the city to create their own version of the Cinderella ballet at Birmingham Hippodrome in time for Christmas.
The objective – a publicity campaign to support Ballet, Birmingham & Me – a programme of mass participation involving 80 young people drawn from youth clubs across the city
The solution – using natural and staged moments within the time-line of the production to create opportunities to share interesting stories and images with the media, with participants tell the tale in their own words to keep a feeling of youthful honesty
Our difference – using the backdrop of Comprehensive Spending Review and Arts Council funding cuts as a ‘hard news’ opportunity to talk about the project and the legacy benefits it would have for participants beyond the performance itself
The result – generated extensive national and regional media coverage, including 30 pieces of print coverage and 10 pieces of broadcast
