The Royal Danish Theatre: Balletfestival

The Royal Danish Theatre used former Dancing with the Stars judge Nikolaj Hübbe to spearhead a campaign raising public appreciation of its Royal Ballet company in Denmark.

Campaign details

Brand: The Royal Danish Theatre

Brief summary

  • The Royal Danish Theatre wanted to transform the public perception of ballet through a three-month campaign that resulted in a large-scale ballet festival in Copenhagen.
  • The goal was to show that ballet is not reserved for the upper classes - that ballet is, indeed, for everyone.
  • PR value: 900,000 US$
  • The marketing budget: 8,000 US$
  • Total campaign reach: 11 million people (Population of Denmark: 5.7 million people)
  • % of Danes that considered The Royal Theatre valuable to society as a whole went up from 48% before the festival to 55%...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands