Houston Ballet Nutcracker Market

2016 Houston Ballet Nutcracker Market: The Twelve Days of Christmas

The 36th annual Houston Ballet Nutcracker Market welcomed close to 100,000 shoppers and over 280 merchants from all across the country for a four day shopping extravaganza. Shoppers perused unique products, ranging from home décor and toys to jewelry and ornaments, all in support of the Houston Ballet Foundation, its Academy and Scholarship programs. To raise awareness and draw attendees, Elmore PR developed and implemented a strategic media relations and social media advertising campaign.


Grow size of audience through:

  • Media Relations
  • Social Media


2 months

5 months


Media coverage from the event garnered more than $1.6 million in publicity value, with more than 37 million impressions.  Over the course of the campaign, social media advertising garnered 55,000 engagements, 800,000 impressions and reached approximately 115,000 people.