Nutcracker

How Talmi Entertainment Generated 1.3K+ Earned Media Placements

↑18.8M

Earned Media Coverage

↑2B+

Total Audience Reach

↑203M

Total Broadcast Reach

Person in ornate costume with feathered hat and outstretched arm, set against a blue background.

Challenge

Talmi Entertainment’s seasonal Nutcracker Ballet faced challenging ticket sales from a crowded and competitive market, changes in consumer behaviors post-pandemic, and minimal market awareness.

Objectives

  • Amplify Nutcracker brand awareness across key markets
  • Drive ticket sales through strategic media outreach
  • Build community connections with targeted local activations

Business Impact

829 crafted a two-pronged strategy: a curated media outreach paired with several community extensions to increase brand presence in priority markets.

Working from cross-platform media lists generated for each market, we generated 1.3K+ press mentions nationwide, including 100+ customized across 30 priority markets for nearly 18.8M in total ad value.

We executed media-friendly extensions in cities like Rosemont, Illinois, including a $20K fundraiser for a local hospital, and local artists commissioned to paint Nutcracker displays at the theater.

Nutcracker logo.

Industry

Direct-to-Consumer (D2C)

Services

Public Relations
Email Marketing Automation
Paid Search
Paid Social
Search Engine Optimization

Enhancing Brand Visibility Nationwide

  • Local attention: Customized media lists in every market captured local print, broadcast, radio, web, newspapers, and lifestyle blogs, amplifying show announcements and casting calls for child dancers.
  • Community participation: National outreach highlighted NUTCRACKER!’s appeal and local involvement, generating buzz for its magic and artistry nationwide.
Map of the United States showing press pickups by state in varying shades of red, with a scale from 1 to 100 below.

Activating Local Buzz and Artistry

  • Joint ventures: 829 partnered with Rosemont to launch immersive events, boosting awareness and excitement for NUTCRACKER! shows.
  • Rare talent: Local artists painted Nutcracker statues displayed at three events, engaging audiences and building momentum for the holiday performances.
A painted nutcracker figurine with a red rose design stands in front of other colorful nutcracker figures, featuring blue eyes, a mustache, and a red crown.

Amplifying the Importance of Giving Back

  • Fundraising efforts: 829 and Talmi Entertainment, with local sponsors, raised funds for Advocate Lutheran Hospital through holiday events.
  • Memorable moments: Talmi Entertainment and local sponsors presented a check to Advocate Lutheran Hospital, blending art, community, and charity for a memorable holiday experience.
Person taking a photo of a nutcracker statue holding red flowers.

Results

$18.8M Earned Media Coverage

↑2B+ Total Audience Reach

↑203M Total Broadcast Reach

829 has shined all year while working with our show!! Bravo! Thank you for all of your work. It has been wonderful to sit in on the weekly meetings and see these projects come to life.

Akiva Talmi
Founder, Talmi Entertainment

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