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Alberta Ballet Company (Alberta Ballet) came to Brookline with a challenge – they needed awareness in a market that wasn’t familiar with them and was home to another established ballet company that was already well known. Brookline was tasked with developing a strategic public relations program to let the Edmonton market know about Alberta Ballet’s brand, their programs and their unique differentiators from other arts organizations in the city.

Brookline developed a fulsome PR program that included high-profile sponsorships such as a Nutcracker float in the Edmonton Santa Clause Parade, art installations at Nuit Blanche, and an interactive Nutcracker sleigh and story time activation at local Edmonton malls. Paired with proactive media relations and partnerships with key local influencers, Brookline successfully built out Alberta Ballet’s digital presence, facilitated the growth of its Edmonton audience-base, promoted ticket sales and generated buzz for the brand.