Young dancers shine in the media spotlight for Dance Proms

The Brief: Dance Proms is an exciting collaborative project celebrating the talents of the nation’s young dancers at a spectacular gala performance at the Royal Albert Hall each November. For the third year running, Midas has been enlisted to establish Dance Proms as a major national – and, new for 2013, international – event for young dancers.

From Ballet to Bollywood, Dance Proms is designed to inspire imagination and stimulate learning, participation and performance opportunities whilst celebrating the unique relationship between students and their dance teachers.

Strategy and implementation: Dance Proms is a partnership project between the RAD, ISTD, IDTA and the Royal Albert Hall, and Midas works with all stakeholders as well as the eventʼs ambassadors such as Darcey Bussell, to maximise opportunities for media coverage.

The PR involves a regional campaign to focus on the achievements of the dance schools selected, plus a national campaign to boost ticket sales and raise awareness of the event itself, and young people and dance in general. We use different tactics to encourage the media to feature our young dancers, from inspirational personal stories, to a survey on the popularity of dance, competitions to win tickets and interviews with Darcey and other professional dance supporters.

Results: Each year Midas secures coverage across national and regional newspapers, television and radio as well as online, dance, arts, culture, lifestyle, youth, and listings media. The 2012 campaign reached a total circulation of 11.5 million through media coverage which included The Sun, The Guardian, BBC TV and Time Out.