BRAND EXTENSION // Promotions
To run promotions on for a long established ballet company and to raise the profile of a varied programme of work on a local and national level.
Boom has always recognised the power of Partnerships and Strategic Relationships as a way to supplement the core marketing campaign, emphasising a brand to a target audience. Boom called upon previous knowledge and experience promoting dance productions and used this expertise to promote Birmingham Royal Ballet on a local and national level. When working on Carmina Burana at the London Coliseum, Boom secured promotions within long lead magazines, as well as targeting the dance, entertainment and travel audiences through national newspapers, newsletters and online competitions. In addition, Boom’s work on the Swan Lake UK tour required more targeted local promotions in each city such as an exclusive offer with South West trains serving venues on a particular route. Boom’s unique mix of national and local contacts and opportunities means strong coverage was secured for the range and diversity of Birmingham Royal Ballet’s programme of work.
• 90% sales capacity achieved at London Coliseum
• Reach of 2.5 million people on swan lake tour