PUBLIC SECT0R: ENB takes a 'business approach' to PR

English National Ballet has revamped its senior PR position following the departure of director of public affairs Jamie Jeeves.

The title of marketing director has been created to replace Jeeves's role and is filled by Ian Butlin, who joined this week

ENB spokeswoman Eleanor Bryson said the new title reflects 'more of a business approach to how we do things.'

Butlin is tasked with overseeing all comms, marketing and education work and developing a strategy for the company's marcoms efforts. This has been initiated in a bid to boost funds.

ENB has an annual turnover of £9.3m, of this £4.4m comes from an Arts Council grant, £4.3m through box office receipts and just £600,000 from other sources such as sponsorship.

Butlin's main task is boost corporate involvement and box office revenue.

PR initiaitves he will oversee this year include promoting Swan Lake at the Albert Hall in June and regional tours. These include Romeo and Juliet in March and the annual Tour De Force event from April to May.

Butlin joins from hotel giant Hilton, where he was regional marketing director. While at Hilton he was involved in a marketing link up with the Society of London Theatre.

Jeeves, who left his post earlier this month, is not understood to have taken up another role in the PR industry. Bryson added: 'We believe he's going to do a bit of travelling.'

Butlin reports to MD Christopher Nourse. The media relations team is lead by press and PR manager Jim Fletcher.

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