The 37th annual Houston Ballet Nutcracker Market welcomed more than 104,600 shoppers and 280 merchants to NRG Center for a four-day holiday shopping extravaganza all in support of the Houston Ballet, its Academy and scholarship programs. Shoppers had the opportunity to peruse through hundreds of merchant booths featuring an array of unique products, ranging from home décor and jewelry, to gourmet foods and apparel. Ten percent of merchandise sales and all proceeds from ticket sales directly benefit the Houston Ballet Foundation.
To raise awareness for the Market and increase ticket sales, Elmore Public Relations developed and executed a strategic media relations campaign that included developing a targeted media list and pitching merchants and the Nutcracker Market to both local and regional outlets.
Grow size of audience through media relations
Planning/development: 1 month
Execution/implementation leading up to event: 5 months
Media coverage leading up to and from the event earned more than $11.5 million in publicity value, with more than 92 million impressions. This year’s Market also saw an increase of over 9,000 shoppers year-over-year.