PR Campaign Case Study
Date: April 2025
Location: Zabeel Theatre, Dubai
Format: Two live performances
Shows: Magic of Russian Ballet & Stars of Russian Ballet
The Challenge
Ten days before opening night, the client came to us with a critical problem:
- 1,300 tickets available
- Only 150 tickets sold
- Minimal local visibility
- No unified visual or communication strategy
The task was clear: sell out both shows — fast.
Our Objective
Drive maximum awareness and ticket sales in an extremely short timeframe using a high-impact mix of PR, influencer marketing, and community distribution.
Strategy & Execution
We launched a full-scale PR sprint, activating multiple channels simultaneously:
- Influencer marketing & barter collaborations
- Media outreach and classic PR tools
- Targeted publications in Russian-speaking and local Dubai communities
- Distribution via Telegram channels and WhatsApp groups
- Creation of a new visual identity: posters, flyers, digital creatives
The focus: speed, visibility, and trust.
Influencer Marketing Breakdown
- 50 influencers activated
(lifestyle creators, mommy bloggers, models) - Full invitation & relationship management
- 97 influencer publications (posts + stories)
- Influencer reach: ~863,430 views
Content was designed to feel organic, emotional, and culturally relevant — not like ads.
Results
- 100% sold out — both performances (kids & adults)
- Total reach (OTS): 963,200 views
- 140 total publications across all platforms
- High engagement and strong word-of-mouth effect
Clear proof that strategic PR can outperform time constraints
Key Takeaway
This project proves that when strategy, visuals, and distribution work together, even the tightest deadlines can turn into sold-out venues.
PR is not about time. PR is about precision.
