Invitation campaign and PR-support were executed by Polylog Consulting Group.
The main task of the Project was to inform Muscovites about the Russian premiere of the ballet.
“Crystal Palace” is a synthetic performance. Opera, ballet and theatrical drama are mixed. Scenery and costumes are constantly changing. The plot of the ballet has a historical background: one day the Empress — actress Ornella Muti — decided to bring about the marriage of a couple of court jesters, but they were to spend the winter night after the nuptials in a specially erected palace right on the River Neva, where the walls, the bed and even the flowers, are made of ice. This is the Crystal Palace.
The initiator and lead organizer of the Project is the European Foundation for Support of Culture (EFSC) headed by Konstantin Ishkhanov. The première of the ballet in Moscow has been organized in collaboration with the Association for Support of Cultural Initiatives (APKI) and the State Kremlin Palace.
Less than a month
One of Polylog’s PR-departments has become the press-office of the ballet: preparation of press-materials, organization of two press-conferences, interaction with foreign and the Russian mass-media, initiation of interviews with the ballet directors and creation of three special projects in the media.
On August 17, was held the first press conference in TASS. Journalists from the main Russian mass-media asked about creative process and preparation. The event was attended by the President of the EFSC Konstantin Ishkhanov, Director Ekaterina Mironova, Director and choreographer Alexander Somov, prima ballerina of the Bolshoi theatre Maria Allash, leading soloist of the Bolshoi theatre Maria Vinogradova, Prime Minister of Mikhailovsky theater Ivan Vasiliev, costume designer Elena Netsvetaeva-Dolgaleva.
A week before
On September 3, in The Big Hall of the State Kremlin Palace was held the dress rehearsal. After that in Metropol Hotel we organized the second press-conference and a presentation of the ballet with participation of Ornella Muti. Moreover, special for journalists there were the music of a famous American and Maltese composer Alexey Shor.
We have been actively working work with the mass-media. There were 15 broadcasts on TV channels: Channel One, Russia 1, Russia Culture, NTV, REN TV, Channel Five, Moscow 24, Vesti.
Working on the promotion of the event, we have tried to put the focus of interest not only on the premiere of the ballet but also on the personalities. Therefore, most of the TV shows are interviews, for example, with Ekaterina Mironova and Alexander Somov.
In addition, we launched three special projects with participation of Alexey Shor: an interview for Tatler, Rossiyskaya Gazeta and Kommersant. Alexey Shor is a mathematician who started writing music six years ago, and today his works are in the repertoire of the world’s leading performers.
And, of course, we placed ads on radio-stations and invited theatrical critics.
From August 16 to September 12, 418 messages with the mention of ballet were published. 95% of tickets were sold.
As it happens with any cultural event the opinions of the audience were divided. But for us promotion of the ballet “Crystal Palace” is an invaluable experience of interaction with real artists who in their busy schedule found time for every press-event.