Case Study: JOE INK

The Client:

Critically acclaimed dance company, JOE INK, is renowned for it’s versatility, creating provocative and lyrical works that balance local performers and projects in partnership with national and international artists and organizations. Led by founding Artistic Director Joe Laughlin, the company’s mission is to engage, inspire, and motivate people through the medium of dance, pushing the edge creatively and artistically as professional artists while strengthening community through dance.

In addition to a large portfolio of successful works, JOE INK has also produced multiple public performances in the context of the community-based dance program Move it! for almost 15 years.

The Campaign:

JOE INK hired LMPR to provide a full-scale marketing and communications campaign for the world premiere of 4OUR.

In addition to print advertising, online marketing, social media support, and consulting, LMPR secured high levels of editorial coverage to drive public awareness with a strategically crafted media relations plan.

The Results:

An abundance of media coverage across print, online, and radio led to a completely sold out run, with line-ups at the door each night. 4OUR received rave reviews from media and audiences alike.

Highlights include: The Province, The Vancouver Sun, The Georgia Straight, Metro Vancouver, 24 hours Newspaper, Tri-City News, Sing Tao, Vancouver Vantage, Vancouver Presents!, Vancity Buzz, Broadway World, The Dance Current, Dance International, Musetta Stone, CBC Telejournal, The Peak, CBC Radio-Canada, and Novus Community Television.


Click on the image to read each article

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Click on the image to read each article

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Categories: Case Studies