KAFFIENE / Arts & Culture, Public Relations

The Genée Pirouettes into the Press

23 September 2015

Pirouetting Genée rises above the media scrum

Seventy-six young dancers from 16 countries waltzed into London last week for The Genée - The Royal Academy of Dance’s international ballet competition - and faced a scrum for media attention against The Rugby World Cup and London Fashion week.

The Royal Academy of Dance wanted to make sure The Genée’s return to the UK could be used to help it communicate important messages about its work and new bursary scheme. We made sure The Genée jetéd above the busy news agenda and into the UK and international press through a creative approach that:

  • Secured Darcey Bussell, President of the Royal Academy of Dance, major interviews and news stories on BBC National News.
  • Featured more than 60 ballerinas at famous London landmarks across the UK broadsheets and international media
  • Celebrated UK Academy bursary winners in their local media

This coverage, together with previews in the Sunday Times and The Evening Standard, helped the The Royal Academy of Dance engage its audiences and ensured tickets to the competition semi-finals and final sold out well in advance.

Congratulations to Leroy Mokgatle, the gold medal winner and winner of the Margot Fonteyn audience choice award. Leory, 15 years old, is the first South African to win both awards. Here he is talking to South Africa's Network 24.

Find out more about The Royal Academy of Dance and The Genée.