Atlanta Ballet's Nutcracker Tea

Atlanta Ballet’s 50th Anniversary of Nutcracker and the Nutcracker Tea

In 2009, Atlanta Ballet asked The Wyche Group to create a campaign to celebrate the 50th Anniversary of Atlanta Ballet’s Nutcracker and to raise awareness and funds to support Atlanta Ballet programs. The public relations campaign and the creation of a celebratory event served as a platform to engage new sponsors, to draw in families not previously involved with the Ballet, and to build a broader opportunity for publicity surrounding the 50th anniversary.

Through a targeted public relations campaign, The Wyche Group generated over 11 million media impressions to create excitement and public interest for the 50th season of Atlanta Ballet’s unique Nutcracker. Public relations efforts —utilizing creative pitching and experienced media relationships—resulted in hits with Delta Sky and Southern Living, covers and articles in Southern Seasons and WHERE Atlanta, and multiple local TV and print stories. Coverage was diverse and widespread. The Nutcracker campaign not only raised awareness about the celebratory season, but also served to reach and meet sales and tickets goals.

Atlanta Ballet’s Nutcracker Tea
On December 19, 2009 Atlanta Ballet celebrated 50 magical years of Nutcracker, with Atlanta Ballet’s Nutcracker Tea, sponsored by Belk. From May to December of 2009, The Wyche Group managed the creative process and creation of the new event. From working with sponsors and patrons, collaborating with Atlanta Ballet staff and Nutcracker Tea Co-Chairs and volunteers, to strategic and tactical planning with partners, The Wyche Group provide a turn-key event unlike any in the Atlanta market.
Children and adults were enchanted as snow fell inside the grand ballroom of the Ritz-Carlton, Buckhead and characters from the Nutcracker were brought to life. Atlanta Ballet’s Nutcracker Tea was a feast for the eyes and for the holiday senses. The highlight of the afternoon was a fashion show by Belk that not only included professional models, but also 40 very lucky children of patrons who were tapped to strut down the runway and have a holiday moment in the limelight.

Through the combined efforts of public relations and a unique event that told the story of 50 magical years of dance and community history, The Wyche Group helped to create a season of celebration for Atlanta Ballet.