Case Study

Ballet Austin



As distinctive and dynamic as the city it calls home, Ballet Austin welcomes audiences near and far to participate in its “classically innovative” vision for the democratization of dance. With a rich history spanning six decades of acclaimed productions and commitment to creating access to programs, the organization is poised for an even greater future.

Case study 

Ballet Austin engaged ECPR Texas in strategic public relations support for the dance company’s 2022/23 Season, including Ballet Austin’s 60th Anniversary Production of  The Nutcracker and Stephen Mills’ Light / The Holocaust & Humanity Project. From the start, this season presented a number of unique opportunities for earned media, corporate partnerships and community activations beyond a traditional season. 

To promote the milestone anniversary of Ballet Austin’s The Nutcracker, ECPR Texas established visibility in the community through multiple and frequent touchpoints. Through the curation of media moments with CapMetro, Kerbey Lane All Day Cafe™, Antonelli’s Cheese Shop, KVUE’s Tony Plohetski, among others, ECPR helped generate $545,000 in publicity value and reach an audience of over 18 million individuals.

As a result, tickets to all 15 performances sold out for the first time in Ballet Austin’s history, making the 2022 production the top-selling and top-attended on record.   

In the spring, ECPR Texas helped Stephen Mills’ Light / The Holocaust & Humanity Project, Holocaust survivor Namoi Warren’s illuminating story of hope and survival, curate a deeper community dialogue around protecting human rights against bigotry and hate. Leading up to the performance, ECPR Texas coordinated a panel discussion at the LBJ Presidential Library about protecting human rights from bigotry and hate. The event included the voices of national leaders of the ACLU of Texas and Anti-Defamation League. ECPR Texas also garnered a strategic partnership with Austin PBS to livestream the event, allowing Ballet Austin to further enhance and maximize direct communication with the Central Texas community. To commemorate the special occasion, ECPR Texas created a proclamation for the City of Austin and on  March 8, 2023, Mayor Watson denounced antisemitism, proclaiming this date as Austin’s Day of Light. 

After only six months, ECPR Texas garnered $4.5 million in earned media for Ballet Austin, helping elevate the dance company’s mission to involve and strengthen our community through the creation and experience of dance and the encouragement of health and well-being.

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