Australasian Dance Collective | Campaign PR

Australasian Dance Collective (ADC) is a leading Australian contemporary dance company, headed up by Artistic Director Amy Hollingsworth. Having undergone a comprehensive re-brand in 2019, ADC was formerly known as Expressions Dance Company.

what we delivered

Public Relations
Key Opinion Leader engagement
Social Media & content support

THE STRATEGY

BPR worked with the Australasian Dance Collective (ADC) team over an initial three-month project period, to assist with driving awareness and ticket sales of ADC’s performance of ‘THREE’ and ‘Aftermath’, a collaboration with Danny Harley of The Kite String Tangle. These shows saw ADC travel across the country, with media outreach tailored to key ticketing areas. Through proactive and strategic media relations, as well as Key Opinion Leader famils and industry review and critic management, the BPR team introduced the ADC offering to new audience segments, as well as instilled trust and positive reputational growth in existing segments to drive ticket sales.

THE RESULTS

Over an extended three-month period, we achieved the following for ADC:

  • More than 1.8 million people reached, including new audience segments

  • More than 17 unique positive press features and mentions around either THREE or Aftermath promotions, including in titles such as Broadsheet, NME, The Courier Mail, Urban List, Weekend Edition, Tropic Now, Dance Australia, Sunday Mail, Sitchu Brisbane, Arts Hub, Scenstr, Newsport and more

  • More than five publications featured ADC who had never engaged with the brand or business before

  • Eight Key Opinion Leaders engaged