Bringing ballet closer to people’s hearts
Some of Japan’s best dancers came together in support of the reconstruction efforts in the Tohoku region, following the March 11 earthquake and tsunami, by establishing the Executive Committee of All Japan Ballet Gala Concert. The first gala concert took place in August 2011 and raised 8.6 million yen. The funds were donated to those in the affected areas and used for putting on additional free concerts.
The goal was to attract not only fans of ballet but to reach a broader public to widen its appeal and enjoyment. Candlewick was able to do so through proactive media relations by inviting journalists to cover the concerts. National newspapers, culture magazines, and popular websites covered the concerts, which would have otherwise been only covered by ballet magazines.