Integrated Marketing Campaign Principles and Practices Case Study: Ballet (Performing Arts company)

Essay by ashamed333University, Bachelor's May 2004

download word file, 7 pages 4.0

Background of Hong Kong Ballet

Founded in 1979, Hong Kong Ballet is the only professional ballet company in Hong Kong. Under the artistic direction of Stephen Jefferies, the Company offers a broad-based repertoire, covering classical and neoclassical works as well as original pieces with a Chinese theme.

On average, HKB offers five to six productions per season at various venues including Hong Kong Cultural Centre, Kwai Tsing Theatre and Shatin Town Hall. Each production consists of about five performances over a period of one week. With the exception of The Nutcracker, a popular festive classical piece, this production consists of about fifteen performances over a period of two weeks.

Funding for the Company comes mainly from the Hong Kong Arts Development Council, established by the Hong Kong Government in 1995 to plan, promote and support the broad development of the arts and arts education. Therefore, Hong Kong Ballet has to fulfil social responsibilities.

A current example is the "Relaunch Hong Kong" activity that is taking place in Toronto. Organized by the Hong Kong Economic and Trade Office, the Hong Kong Ballet will perform an original Chinese themed production, Legend of the Great Archer, in Toronto, Canada, in May 2004. According to Mr. Bassnio So, Director of the Hong Kong Economic and Trade Office (Canada), he said, "Legend of the Great Archer is about a hero who saved the world by shooting down nine of the ten scorching suns. It symbolises how Hong Kong has recovered and re-launched itself by overcoming one difficulty after another since the SARS outbreak last year."

The Hong Kong Ballet is expected to play a dynamic role in the Hong Kong community. However, unlike the other major ballet companies in cosmopolitan cities, the Hong Kong Ballet lacks a proper home base.

Other funding and revenue include...