To build awareness of The Hartford Ballet and “The American Nutcracker” performance, Beacon recommended a strategic media relations program to maximize a modest budget. The program included targeted feature opportunities in select media, news releases to sustain media interest over a 6-week period, photo opportunities, a video news release and interviews with principal dancers and creative directors. In addition to its sold-out world premiere, the Ballet received multiple hits of news coverage from every print, TV and radio outlet in the state, as well as the New York Times and Boston Herald.