Ballet has long suffered from an elitist image. As if it was reserved for the upper classes. As if it was somehow excluding the common man and woman from enjoying it.

In late 2017, the Royal Ballet, which is part of the Royal Danish Theatre, decided to combat the elitist image of ballet once and for all.

To combat the elitist image of ballet, a three-month campaign was conceptualized and implemented. It resulted in a large-scale ballet festival in Copenhagen from June 1st to 9th 2018.

The name of the campaign: "Dance along"

The goal of the campaign: To show the entire country that ballet is for everyone.

A prominent person was chosen as the face and center of the campaign: Nikolaj Hübbe, the artistic director of the Royal Ballet and a former solo dancer – for 15 years – at the New York City Ballet.

Normally, a person of this stature does not leave the safe world of the fine arts. But Hübbe, a former judge on the Danish version of Dancing With The Stars, gladly did.

• 6-page interview in Politiken (biggest national daily)

• Full spreads in 2nd and 3rd-biggest national newspapers

• Two of the most popular primetime talkshows

• 149 press clippings

• PR value: 900,000 US$

• Estimated total PR reach: 7.5 million

• % of Danes that considered The Royal Theatre valuable to society as a whole went up from 48% before the festival to 55% after the festival

• % of Danes that considered The Royal Theatre important in terms of preserving the cultural inheritance of Denmark went up from 61% to 69%

25 videos were produced, which were seen 3.7 million times. One video, which featured Hübbe on the commuter train, was seen 2.3 million times on the train screens over 10 days. For free.

• In total, the campaign reached more than 11 million people (Population of Denmark: 5.7 million people)