The SPA Way has been hired without a pitch for a three-month brief, to attract new ballet followers and inform the public of the ENB’s temporary change of location from St Martin’s Lane to Hammersmith.
‘We guaranteed to take the ENB out of the arts pages and into the mainstream print and broadcast media,’ said SPA Way associate director Sarah Grace, who reports to ENB head of public affairs Jim Fletcher.
The ENB’s London Coliseum home in the West End is being refurbished, explained Fletcher.
‘We need to take £2m at the box office while we are at the Hammersmith Apollo, and we had been looking at hiring a PR agency to help boost our profile,’ he added.
The brief also includes promotion of the troupe’s Cinderella and The Nutcracker Christmas shows in London.
‘We will seek coverage in regional, national and broadcast media, using human interest placed stories about ballet and related industries,’ said Grace.
‘The ENB is worried the public may shy way from travelling so far during the Coliseum refurbishment, so we are tasked with boosting coverage, and will concentrate initially on the London media, ’ she added.
The ENB, which has an annual turnover of £9.3m, has in the past hired agencies only on a project basis.