Case Study
London Children’s Ballet

London Children’s Ballet (LCB) is a performance company that aims to change lives through dance.  A leader in creating original narrative work and introducing new audiences to ballet, LCB stages one West End production each year performed by talented children aged 9-16, tutored by members of The Royal Ballet.  To mark the 20th Anniversary of the charity, LCB with the support of Emma Thompson, turned the blockbuster family film Nanny McPhee into a world first ballet production.  The PR campaign directed by Flint drew on the company’s unique offering, the support of high-profile figures such as Emma Thompson and the association with the Nanny McPhee brand in order to stimulate media interest, raise public awareness and significantly enhance the charity’s profile in its 20th anniversary year.

Acting as a press office for LCB, from the audition stages in October 2013 to the Premiere Gala night performance at the Peacock Theatre in April 2014, Flint worked closely with key LCB brand ambassadors, namely Lucille Briance (Founding  and  Artistic  Director), Erico Montes (choreographer of Nanny McPhee and member of The Royal Ballet) and the cast of young talented dancers.  As well amplifying the promotional reach of the show to stimulate ticket sales, the campaign’s main aim was to emphasise the democratic focus of the charity’s work and address the public’s misconceptions about ballet as an elitist art form.

A rolling schedule of press visits was developed and managed by Flint during the audition and studio rehearsal stages, as well as photo-calls and dance critics’ attendance at the theatre during the performance week.  The extensive press coverage secured included broadcast reports by BBC London News, ITV London News and London Live; ten separate national newspaper features (including a four page spread in The Telegraph Magazine and in Event Magazine in the Mail on Sunday), coverage in ten consumer magazines (including The London Magazine and The Dancing Times) and wide-ranging regional and digital exposure.

“Flint designed and led the PR campaign for our 20th anniversary year. We were absolutely thrilled with the exposure we received thanks to Flint. They went above and beyond to deliver press and broadcast coverage that we never would have secured without their expert involvement. As a result, the name recognition of our charity within our target market has significantly improved, and this has gone a long way to supporting our fundraising efforts. We would highly recommend the personal, tailored and expert service that Flint offers.”
– Zoe Vickerman, Creative Director, London Children’s Ballet


Image Credit: Performance of Nanny McPhee (detail), Courtesy of London Children’s Ballet

Case Studies