THE CHALLENGE
Liang Xing, former Principal Dancer of the National Ballet of China, arrived in Winnipeg unknown to Canadian and American audiences. To support his growth in a new market and maximize ticket sales for the Royal Winnipeg Ballet, it was necessary to highlight his history as one of the best in the international arena.
THE SOLUTION
In order to build notoriety for Liang, he was positioned as the primary male dancer in all new digital assets created for the upcoming season marketing including photo and video shoots, billboards, tour posters, online advertising and social media campaigns. A media relations campaign followed highlighting his journey to a new country. Jane coached Liang for media interviews and served as a liaison as Liang’s English continued to improve.
THE IMPACT
From 2014 to 2015, Liang appeared in 15+ print, television, radio, online and magazine features in both the Canadian and American markets. He became well known across Canada supporting RWB ticket sales of productions including Going Home Star - Truth and Reconciliation, Nutcracker and Swan Lake.
Click here to see Liang featured in Style Manitoba.
