During 2022, GingerBread worked on a major ballet gala celebrating the legacy of the legendary dancer Rudolph Nureyev over five performances at Theatre Royal Drury Lane in London’s West End. The performance was curated by former Royal Ballet Principal Nehemiah Kish. The opening evening performance was introduced live by Dame Monica Mason and Ralph Fiennes and performed by a cast of 22 leading international ballet dancers including Alina Cojocaru, Cesar Corrales, Francesca Hayward, Vadim Muntagirov and Natalia Osipova.
The show’s announcement was delayed by the outbreak of the war in Ukraine and changes to the availability of dancers, but we were still able to announce in time to secure long-lead coverage in outlets such as Harper’s Bazaar. In addition to widespread national previews in national outlets including The Times and Lux Magazine. We also secured substantial coverage in dance industry media, including the cover of the second-to-last ever edition of the Dancing Times. On opening night, we ran a red carpet for celebrity guests, making the next day’s Evening Standard Diary pages. Reviewers attending on the first night included the FT, Evening Standard, Guardian, Times, Sunday Mirror and Sunday Express ensuring a broad reach across a variety of papers.
During the show’s run, Queen Elizabeth II sadly died and we supported the producers in devising and communicating a response to these unexpected circumstances. The performances went ahead with provisions made for proper observances for the period of mourning.
