Moscow Ballet

2. Distinguished Background
• Great Russian Nutcracker featuring 40 dancers
performed 100+
times in 50+
major markets
November - December 2012. See Video.
• Extensive media campaign brings 120,000+
patrons
into theaters during Christmas season.
• Previously partnered with major corporations such
as General Motors, IBM, Tyson Foods and Whole
Foods.
• Dance Critic, Alastair Macaulay
“Knockout dancer … brimful with
feeling.. expansive…kids were wide-
eyed with delight.”
• President Obama’s daughter performed
in DC. Full story ...
2

3. Impressive National Footprint
• 21st season performing in US/Canada.
• Tour 45 states.
Major markets include:
• 2013 tour, 2 companies traveling
simultaneously
• Ticket prices $27.50 - $175.
Canadian Markets: Calgary
Edmonton
Winnipeg
Vancouver
Saskatoon
Regina
Los Angeles Dallas
Chicago Baltimore
Washington DC Tampa
Detroit Denver
Minneapolis Phoenix
3

4. Upscale Demographics
• Women 25-54
• Average $75K HHI
• 2+ children 8-14
• College Educated
• Suburban Homeowner
• Moms bringing families together
for memorable holiday experience.
• Couples - new and married
• Arts oriented
Walk-On Tryouts
• From September through December,
8 weeks prior to each performance,
auditions for walk-on roles.
• Average 60-150 girls per audition
accompanied by mothers, offer
sponsor valuable pre-show
exposure to 3500+
.families.
4

5. Proven Marketing Plan
Print
• Millions impressions in major markets across North
America.
Online
• Digital campaign encompassing hyper local pub-
lishers, integrated content, Social engagement and
Search.
• Highly optimized landing page in each market via
http://www.nutcracker.com;
TV/Radio
• 2012 TV campaign delivered 16,000,000 impressions.
• Radio - high frequency campaigns drove online traffic
and 5% sales increase.
Vehicle Wraps
• Deliver 6,000,000 high impact impressions with four
buses and two 53’ trucks (35,000 miles).
Paid Advertising Budget
• $450k budget includes Radio, TV, Print and Online
5

6. Prominent Event Marketing
Increase Store Traffic
• Use stars for “Meet and Greet” opportunities at
your venues.
• Drive traffic to stores with ticket contests and
personalized experiences.
Association With Family Brand
• Trusted brand raised $ for national charities
such as Marie Osmond’s Children’s Miracle
Network andOutstanding MS Society.
In Theater
• Distribute materials to patrons at all
performances.
• Install booth with samples/information.
• Projected logos on main curtain and address
audience from stage.
Program
• Fantastic opportunity to reach every patron.
• General Motors took advantage on national
scale to market Saturn L series.
6

7. Baltimore
“sheer splendor ... elegant dancing,
nothing tops Moscow Ballet’s
“Great Russian Nutcracker”
Minneapolis Star-Tribune
“Kaleidoscope of colorful costuming…
Eye-popping emissary for the [ballet] form …
climactic pas de deux and solos ...
exceptional.”
Charleston Today
“Breathtaking strength and awe-inspiring overhead lifts”
“Nutcracker dazzles, enchants” “Spectacular…Dance of
snowflakes that really sparkled…Heart-warming whimsy”
D.C. Metro Theater Arts
“Every ballerina in this company
is a joy to behold”
Jackson Free Press
“The [Dove of Peace] open the second act softly and
gracefully—a perfect introduction to the Land of Peace
and Harmony…each move is executed with an elegance that
makes it clear that they specialize in ballet…in addition, Chu-
makov and Petrachenko give the piece the sensuality that it
deserves, transporting the viewer to a mystical place.”
Charlottesville
“The Great Russian Nutcracker brings
lavish and folklore…
casts Christmas spell”
Outstanding Reviews
7

8. Albany, NY
Baltimore, MD
Charlottesville, VA
Bethesda, MD
Dallas, TX
Easton, PA
Fairfax, VA
Fort Myers, FL
Gadsden, AL
Greensboro, NC
Jackson, MS
Knoxville, TN
Lakeland, FL
Lexington, KY
Little Rock, AR
Monroe, LA
Montgomery, AL
Muskegon, MI
North Charleston, SC
Albuquerque, NM
Bakersfield, CA
Beaumont, TX
Bowling Green, KY
Cleveland, OH
Cupertino, CA
Los Angeles, CA
Denver, CO
El Paso, TX
Grand Forks, ND
Great Falls, MT
Hanford, CA
Leavenworth, KS
Midland, TX
Minneapolis, MN
Rapid City, SD
Rosemont, IL
San Antonio, TX
Santa Rosa, CA
Rochester, NY
Sarasota, FL
Shreveport, LA
St. Petersburg, FL
Wheeling, WV
Wilkes Barre, PA
Sponsored Event Markets *
Ashland, KY
Blacksburg, VA
Danville, VA
Easton, PA
Morgantown, WV
Lockport, NY
Somerville, NJ
Sioux Falls, SD
Tucson, AZ
Tulsa, OK
Yakima, WA
Sponsored Event Markets *
Aberdeen, WA
Moose Jaw, SK Canada
Saskatoon, SK Canada
Regina, SK Canada
Calgary, AB Canada
Columbia, MO
Phoenix, AZ
Windsor, ONT Canada
St. Louis, MO
EAST WEST
2012 Markets
8

9. Case Study
Background
• Engaged Moscow Ballet in
national sponsorship to promote
launch L - Series.
• Substantial increase sales following
campaign, indicated in red.
Event Marketing
• Access desired family audience dur-
ing each performance and youth cast
audition.
• Cars deployed each venue in
conjunction with branded collateral
distributed 120,000 patrons.
Media
• As presenting sponsor, featured all paid media placements promoting
performances.
• Between TV/Radio, Print and online, ten million impressions.
-100%
-50%
0%
50%
100%
150%
S-Series
month to month
previous year %
L-Series
month to month
previous year %
Saturn Car
month to month
previous year %
Saturn
month to month
previous year %
GM Car
month to month
previous year %
Sept.
2002
Oct.
2002
Nov.
2002
Dec.
2002
Jan.
2003
Feb.
2003
Mar.
2003
9

10. Case Study
Background
• Partnered with international apparel
brand on initiative delivered sales
in major/secondary markets.
Driving Store Traffic
• Artists engaged fans in exclusive events
held at retail locations.
• Created new interest in brand and
increased sales.
E-Retail
• Included Capezio products
nutcracker.com online store; visited by
1mm consumers in Q4.
Public Events
• 2000+ attend 23 free ‘Meet the Masters’
events.
• Dancers, feet personally fitted by
Capezio Master Fitter Paul Plesh; posed
for photos and demonstrated proper use
pointe shoes.
• “We had a really good turn out ... and
everyone was really excited to meet
[Svetlana]” reports Baltimore’s Artistic
Costumes.
10

11. DAN TALMI, Co-Producer
27 East Housatonic Street
Pittsfield, MA 01201
(413) 499-1733
talmientertainment.com
dan@talmientertainment.com
Nutcracker.com
11