Hong Kong Ballet - setting a new direction for a much-loved Hong Kong brand

We devised a programme to position the new Artistic Director within the local arts scene and global dance industry.

Hong Kong Ballet is one of the premier classical ballet companies in Asia and represents Hong Kong’s unique character. With nearly 50 dancers from Hong Kong, Mainland China, Europe and the U.S. as well as other parts of Asia, the Company has won regional and international recognition in recent years.

Following an intensive search, internationally renowned choreographer Septime Webre was appointed as Artistic Director in 2017 – a potentially controversial choice to appoint a Hong Kong outsider at the helm of a beloved local institution.

A cross-border team in Hong Kong and London led the announcement to local media and international dance trades, drawing on performing arts expertise and local relationships to secure key media profile pieces to outline the new artistic vision for upcoming seasons.