Case Study
Northern Ballet

Northern Ballet, one of the UK’s leading classical ballet companies, created three new narrative ballets in 2017, demonstrating the company’s commitment to pushing the boundaries of storytelling through dance. Casanova and The Boy in The Striped Pyjamas toured widely across the UK over the Spring and Summer, with a further ballet The Little Mermaid planned for the Autumn 2017 season.

Having won a South Bank Sky Arts Award in 2016 the Northern Ballet engaged Flint to maximise the company’s national media exposure at a pivotal moment in the company’s history.

Over 40 press articles were secured by Flint for Casanova, including 13 national newspaper features. Highlights included a dedicated 5 page feature in Sunday Times Magazine and further illustrated features running in Sunday Times Culture, Mail on Sunday Event, Sunday Express S Magazine, Metro and BBC News. Subsequent features were commissioned to showcase the day-to-day life of the company, profiling Northern Ballet spokespeople including choreographer Kenneth Tindall, biographer Ian Kelly and new members of Northern Ballet’s board such as broadcaster Anita Rani.

Flint’s national media campaign for Northern Ballet’s first two 2017 productions secured over 1 billion Opportunities To View, driving a record £2.03m in net income from tickets sales, representing a +10% YTD revenue increase, and a +4% YTD increase in attendance.


Image Credit: Hannah Bateman and Kevin Poeung in Northern Ballet’s Casanova, photo by Guy Farrow, courtesy of Northern Ballet

Case Studies