June 5, 2012

Press Releases


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Company Honored for Marketing Campaign for Performances of The Nutcracker and for its 2011-12 Season Brochures

HOUSTON, TX – Houston Ballet took top honors in two categories in the Crystal Awards, recognizing marketing excellence: Marketing Campaign- Non Profit for the marketing campaign for performances of Houston Ballet’s holiday favorite The Nutcracker; and Product or Service Brochure- Two or more for Houston Ballet’s 2011-12 season subscription brochures.  Each year, the Houston chapter of the American Marketing Association (AMA) sponsors The Crystal Awards to spotlight the best marketing work in a variety of categories.  A select panel of national marketing professionals traveled to Houston to judge over 600 entries in the competition from companies, organizations and institutions.  This year’s Crystal Awards ceremony was held on Thursday, May 17th, 2012 at the Hyatt Regency Hotel.

“Houston Ballet’s marketing department has had a stellar year, winning two Crystal Awards in May and winning two Marketer of the Year Awards in two categories from AMA Houston in March,” commented Houston Ballet Executive Director James Nelson.  “In 2011, Houston Ballet experienced our highest sales ever in the company’s 39 year history of performing The Nutcracker, with almost 73,000 audience members sharing the magic of this holiday tradition.  Houston Ballet is blessed with an extremely talented, passionately committed marketing and communications team, the majority of whom have worked for Houston Ballet for over five years and some for more than a decade.  Their loyalty and creativity play a vital role in helping introduce new, diverse audiences to the magic of dance and the art of Houston Ballet.”

The creative team for the two winning campaigns included Bomar Design for the design of the 2011-12 subscription brochures and Nutcracker direct mail and print advertising; and Katy Bomar Creative, for the copy, concepts and production for The Nutcracker television and radio commercials.

Finalists in the category of Marketing Campaign- Non Profit include: Texas Children’s Hospital (US News & World Reports Rankings Campaign), Houston Symphony (2011-12 Subscription Campaign), Brand Extract (Boy Scouts Dodgeball) and University of Houston (Tier One campaign).  Finalists in the category of Product or Service Brochure- Two or more include: Axiom and Cameron (Discover Cameron Brochures), Catch the Moment (RFID Case Study – Sports Illustrated and Nissan), Edge Creative Strategies (E.E. Reed Construction), MBCI (Eco-ficient Branding Campaign). About Crystal Awards The Crystal Awards is AMA Houston’s premier event, honoring Houston’s best marketing work.  What sets the Crystal Awards apart from other awards programs is that it is more than a beauty or popularity contest because good marketing is about more than getting attention. Good marketing is about results. To win at the Crystal Awards demonstrates that your marketing was effective, standing above the rest.

About Houston Ballet

On February 17, 1969 a troupe of 15 young dancers made its stage debut at Sam Houston State Teacher’s College in Huntsville, Texas. Since that time, Houston Ballet has evolved into a company of 51 dancers with a budget of $19.2 million (making it the United States’ fourth largest ballet company by number of dancers), a state-of-the-art performance space built especially for the company, Wortham Theater Center, the largest professional dance facility in America, Houston Ballet’s $46.6 million Center for Dance which opened in April 2011, and an endowment of just over $57.6 million (as of May 2011). Australian choreographer Stanton Welch has served as artistic director of Houston Ballet since 2003, raising the level of the company’s classical technique and commissioning many new works from dance makers such as Christopher Bruce, Jorma Elo, James Kudelka, Trey McIntyre, Julia Adam, Natalie Weir and Nicolo Fonte.

Executive director James Nelson serves as the administrative leader of the company, a position he assumed in February 2012 after serving as the company’s general manager for over a decade. Houston Ballet has toured extensively both nationally and internationally. Over the last decade, the company has appeared in London at Sadler’s Wells, at the Bolshoi Theater in Moscow, Ottawa, in six cities in Spain, in Montréal, at The Kennedy Center in Washington, D.C., in New York at City Center and The Joyce Theater, and in cities large and small across the United States. Houston Ballet has emerged as a leader in the expensive, labor-intensive task of nurturing the creation and development of new full-length narrative ballets.

Houston Ballet Orchestra was established in the late 1970s and currently consists of 61 professional musicians who play all ballet performances at Wortham Theater Center under music director Ermanno Florio. Houston Ballet’s Education and Outreach Program has reached over 22,000 Houston area students (as of the 2010-2011 season). Houston Ballet’s Academy has 509 students and has had four academy students win prizes at the prestigious international ballet competition the Prix de Lausanne, with one student winning the overall competition in 2010.  For more information on Houston Ballet visit the company’s website.

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  1. ballet class Says:

    First great article, I have my self danced very much Nutcracker. Maketing is the key to getting people to see such a great ballet.