Deck of Capabilities - Moscow Ballet`s Great Russian Nutcracker

Deck of
Capabilities
2016
PREVIOUS PARTNERS
1
Distinguished Background
• Moscow Ballet’s three 2016 tours will include a
cumulative 100+ dancers and reach nearly 130 cities
from November to December. Click for Video
• Moscow Ballet serves 260,000 highly qualified
patrons each year
• Ticketmaster is a key e-commerce partner with
which Moscow Ballet has an extensive and unique
relationship
• Past partners include General Motors, IBM, Tyson
Foods, Whole Foods, Campbell’s Soup, BJ’s Wholesale
Club, and Capezio
2
Prominent Event Marketing
In Theater
• Distribute materials to patrons at all performances.
• Install booth with samples/information.
• Project logos on main curtain and address audience
from stage.
Playbill
• Fantastic opportunity to reach every patron.
• General Motors took advantage on national scale to
market Saturn L series.
Increase Store Traffic
• Use Moscow Ballet stars for Meet-and-Greet
opportunities at your venues.
• Drive traffic to stores with ticket contests and
personalized experiences.
Association With Family Brand
• Trusted brand raised revenue for national charities
such as Marie Osmond’s Children’s Miracle Network,
the American Red Cross, and the MS Society.
3
U.S. & Canadian Footprint
Moscow Ballet performs in most of the top 20 US Demographic Market Areas
Major markets:
Atlanta
Boston
Chicago
Cleveland
Dallas - Ft. Worth
Denver
Detroit
Houston
Los Angeles
Miami
Minneapolis
New York
Philadelphia
Phoenix
San Francisco
Tampa Bay
Washington DC
Canadian markets:
Calgary
Edmonton
Regina
Saskatoon
Vancouver
Victoria
Winnipeg
And more...
Moscow Ballet Tour Cities
4
Live Nation Data Analytics
Moscow Ballet Buyer Profile
• Avg. Household income is
$110k
• 43% of buyers are working
women
• 25% are doting
Grandparents aged 55+
with a deep relationship to
Moscow Ballet
• 25% are ages 18 to 34
• 53% are either retired or
stay at home moms
• 1 out of 4 are millennials
and young Gen Xers
• 61% are female
• Women 35-54, Average age
is 46 years
• 59% have children 0-17 at
home
5
Community Engagement
Interacts directly with 30,000+ Local Children
and their Families Annually
• Dance with Us Ballerinas work in person with
at least 1 dance school in each of the 130
tour cities.
• Principal Ballerina and “Musical Wunderkind”
teens rehearse and perform Saint Saens
“Dying Swan” live for audiences of ~2000 in
30+ cities annually.
Dance with Us
• MB Ballerinas work one-on-one with American
students leading New Horizons cultural
immersion sessions in many cities on the
annual tour.
New Horizons
• MB partners with local non-profit organizations
in many markets nationwide.
Fund Raising in Spokane
Teen Wunderkind and Ballerina in
Bethesda 2015
2016 Markets
Aberdeen, SD
Cupertino, CA
Lake Charles, LA
North Charleston, SC
Sioux Falls, SD
Albany, NY
Dallas, TX
Laredo, TX
Ogdensburg, NY
Somerville, NJ
Albuquerque, NM
Denver, CO
Lexington, KY
Paducah, KY
Spokane, WA
Asheville, NC
Detroit, MI
Lima, OH
Panama City, FL
Springfield, MO
Atlanta, GA
Durham, NC
Little Rock, AR
Philadelphia, PA
St. Louis, MO
Bakersfield, CA
Easton, PA
Longview, TX
Phoenix, AZ
St. Petersburg, FL
Baltimore, MD
Eau Claire, WI
Los Angeles, CA
Pittsburg, KS
Syracuse, NY
Bethesda, MD
Edmonton, AB
Louisville, KY
Ponca City, OK
Tucson, AZ
Birmingham, AL
El Paso, TX
Marion, OH
Portland, ME
Vancouver, BC
Boston, MA
Elmira, NY
McAllen, TX
Providence, RI
Victoria, BC
Bowling Green, KY
Fairfax, VA
Memphis, TN
Rapid City, SD
Villages, FL
Brandon, MB
Fairfield, IA
Meridian, MS
Regina, SK
Virginia Beach, VA
Calgary, AB
Ft. Myers, FL
Miami, FL
Rochester, MN
Waco, TX
Cape Girardeau, MO
Ft. Wayne, IN
Midland, TX
Rochester, NY
Waco, TX
Casper, WY
Grand Forks, ND
Midwest City, OK (OKC)
Saginaw, MI
Washington, DC
Charlotte, NC
Grand Junction, CO
Milwaukee, WI
San Antonio, TX
Wayne, NJ
Charlottesville, VA
Great Falls, MT
Minneapolis, MN
San Diego, CA
Wilmington, NC
Chattanooga, TN
Houston, TX
Monroe, LA
San Francisco, CA
Winnipeg, MB
Chattanooga, TN
Indianapolis, IN
Montgomery, AL
Santa Rosa, CA
York, PA
Cheyenne, WY
Jacksonville, FL
Morgantown, WV
Sarasota, FL
Youngstown, OH
Chicago, IL
Kalamazoo, MI
Nampa, ID
Saskatoon, SK
Cleveland, OH
Kansas City, MO
Nanaimo, BC
Savannah, GA
Columbia, MO
Kansas City, MO
New Orleans, LA
Shreveport, LA
Corpus Christi, TX
Knoxville, TN
New York City, NY
Sioux City, IA
7
Proven
Marketing Plan
Talmi Entertainment’s Previous Sponsors
• IBM - Starring Valentine Kozlova, Bolshoi and NYC
Ballets principle artist.
• Campbell’s Soup - “Live it Right” Starring Cynthia
Gregory, ABT prima Ballerina
• BJ’s - Wholesale club super markets starring Moscow
Ballet
• Blavod Vodka - The only premium black vodka on the
market today
Vehicle Wraps
• Deliver 6,000,000 high impact impressions with ten
vehicles, six buses, three 53’ trucks, and one van
that will travel a total of 35,000 miles.
Online
• MB Digital social media campaign uses: Youtube,
Twitter, Facebook, Instagram, Pinterest, Google Ad
Words, and more social media/ticketing outlets
• MB/Ticketmaster outreach campaigns include:
tracking, e-blasts, live analytics, retargeting, fan
network promotions, special offers, SEO analysis,
digital audits.
• Highly optimized landing page in 130 markets via
http://www.nutcracker.com/your-city
8
Case Study:
General Motors
Background
• GM engaged Moscow Ballet in a
national sponsorship campaign to
promote the launch of the Saturn
L-Series.
• A Substanstial increase in sales
followed the campaign. The
increase is indicated in red, at
right.
Event Marketing
• GM was able to access their
desired family audience during
youth cast auditions and at each
performance.
• Cars were prominently displayed
at most venues and branded
collateral was distributed to
120,000 patrons.
Media
• As the presenting sponsor,
• With all platforms
GM was featured in all paid
(television, radio, print
media placements promoting
and digital), 10 million
performances.
impressions were made.
9
Case Study: Capezio
Background
• Moscow Ballet partnered with the
international apparel brand Capezio for
an initiative that delivered sales in major
and secondary markets.
Meet the Masters’ Public Events
• 23 events were held nationally
• Over 2000 people attended
• Capezio’s Master Fitter Paul Plesh
demonstrated his craft by fitting Moscow
Ballet dancers for pointe shoes.
• Dancers posed for photos and taught
proper pointe use.
Driving Store Traffic
• At these events, dancers engaged at
retail locations.
• This created new interest in the brand
and increased sales.
“We had a really
good turn out...and
everyone was really
excited to meet
[Svetlana]” reports
Baltimore’s Artistic
Costumes.
E-Retail
• Capezio products were featured in
Moscow Ballet’s online store:
www.nutcracker.com/gift-store
10
Europ
Best Aire’s
line
National sponsor 2014
Turkish Airlines
We fly
to
Turkish Airlines and Moscow Ballet
partnered for the 2014 North
American Great Russian Nutcracker
Tour to celebrate the historic cultural
accomplishments of the Russian and
Turkish heritages.
more
count
ries th
an any
other
airline
.
• Europe’s Best Airline flies to 261
destinations and more countries
than any other airline.
• Chosen “Europe’s Best Airline” in
2014 for the fourth consecutive
time, Turkish airlines was featured
in Moscow Ballet’s national
playbill.
HARIT
A 5.5x
• Moscow Ballet and Turkish
Airlines joined together to give
two lucky fans a trip to Europe.
8.5 inc_
ABD IN
G.indd
1
26.09.
2014
10:13
11
Moscow Ballet
Patron Demographics
HOUSEHOLD INCOME
AGE
EDUCATION
ETHNIC GROUPS
HOUSEHOLDS
12
Annual National Press Placement - Examples 2014
10% TV & Radio
93% Tour Press Coverage
90% Print
PRESS EVENTS BY TOUR CITY
PRESS COVERAGE BY TYPE
50000
Facebook Fans
40000
Visitors,
Users,
Homepage up
30000
20000
762 articles generated
= average of 11/tour city
PRINT ARTICLES BY CITY
Contest page
up 103%
52,454 fans
60000
30%
16,624 fans
10000
2013
2014
SOCIAL MEDIA GROWTH
NUTCRACKER.COM ANALYTICS
13
Moscow Ballet’s
Mission
Moscow Ballet brings internationally acclaimed
Russian ballet to audiences across North America,
while providing opportunities for fine arts enrichment
and educational outreach for local communities.
The Russian company performs over 100
engagements each year in U.S. and Canadian cities
including the largest markets. Moscow Ballet’s Great
Russian Nutcracker, and a repetoire of other classical
ballets, entertains hundreds of thousands during the
holiday season.
Moscow Ballet dancers are among the best in the
world and include “Honored Artists”, laureates,
and winners of top awards at International Ballet
Competitions.
Russian Vaganova ballet training with local dance
students via the “Dance with Us” program. “New
Horizons - A Children’s Program for Life” is an
intensive, interactive cultural immersion program
that benefits thousands of school children. Moscow
Ballet also presents workshops, master classes and
auditions that develop ballet students annually.This
national footprint also allows Moscow Ballet to engage
in extensive partnerships with corporations and notfor-profit organizations.
With a history of raising millions of dollars over the
last 24 years, Moscow Ballet’s North American tours
have brought awareness and revenue to critically
important organizations in the fields of cancer
research, addiction treatment, AIDS awareness, and
many more.
In addition to performances, the North American
platform allows Moscow Ballet to share the renowned
14
Creative Team
Akiva Talmi founded Talmi Entertainment in NYC in 1980 and has produced Moscow Ballet in North America annually
since 1993. During the span of his career, Talmi has had the honor of seeing a presidential daughter dance in Moscow
Ballet’s Great Russian Nutcracker through the company’s “Dance with Us” program; he was invited to present at the
National Press Club in Washington DC twice and he has been instrumental in building the careers of monumental dancers
Alexander Godunov, Charmaine Hunter, Valentina Kozlova and more. Talmi holds a BS and MA in Music Composition from
The Juilliard School and is a recipient of the Metropolitan Opera Guild Award, the Richard Rogers Award (5 times in 5 years),
Leonard Bernstein Award, and the AICF Award - Isaac Stern, President. US President Ronald Reagan and First Lady Nancy
Reagan sponsored one of his tours and invited him to the White House for the first ever official State Dinner on Cultural
Events. First Lady Roselyn Carter and Vice Presidential wife Tipper Gore served as honorary chairpersons for other
tours. Talmi has featured stars from the Bolshoi Ballet, the Kirov Ballet, the National Ballets of Hungary, Czechoslovakia,
Bulgaria and the People’s Republic of China. His seminars were presented at Yale, Dartmouth, Middlebury, Purdue, and
Vanderbilt Universities. In the early 90’s his work was aired on National PBS TV stations and Great Russian Nutcracker
began touring with a troupe of 80 award-winning dancers from top Russian schools including Bolshoi, Mariinsky, Perm
and Vaganova. Talmi tours Moscow Ballet annually with Russian story ballets including Cinderella, Sleeping Beauty, Swan
Lake, Romeo and Juliet and more.
Mary Giannone Talmi holds a BFA in Dance from The Juilliard School and is co-founder and co-producer of Talmi
Entertainment. She has received two Choreography Fellowships from the National Endowment for the Arts, an Achievement
Award in Choreography from Massachusetts Council on the Arts and was selected for the American Ballet Theatre’s
Choreography Workshop under Mikhail Baryshnikov. She founded Connecticut Dance Theatre, a modern dance repertory
company which specialized in the reconstruction of the works of Doris Humphrey, has choreographed for Albany Berkshire
Ballet (ABB) since 1972. Talmi was a significant force in the Regional Dance America movement of the late twentieth
century. Two of the works she created for Albany Berkshire Ballet, Celebration and Concerto, are included in the National
Choreography Plan. In SummerDance ‘95 her fast-paced Temple Caves received critical acclaim, and she has staged
shows for country music’s The Forester Sisters. She also choreographed for Dayton Ballet, Dayton Contemporary Dance
Company, American Ballet Theatre, Boston Ballet II, and the Jacob’s Pillow Dancers. Talmi has taught at Boston Ballet,
Wright State, Ohio State, Vassar College, and Walnut Hill School.
15