Partners of Scottish Ballet share a passion for the work we produce. With In Company, we hope to encourage conversation, collaboration and connections between our sponsors.

Our first In Company event of 2018 focused on ‘the importance of being social’. Hosted by Caroline Roxburgh, our speakers were Richard Rutnagur, Director at KPMG, and Tony Currie, Scottish Ballet’s Content & Digital Executive.

Richard told the story of KPMG’s support of Scottish Ballet. As well as client hospitality and supporting the arts, a key aspect of the partnership was the involvement of Cuthbertson Primary School. It is situated across the road from Scottish Ballet, but their world is a million miles away. With the help of Arts and Business Scotland Culture and Business Funding and KPMG, 30 pupils were offered the chance to take part in a dance workshop, have a tour of Scottish Ballet, and attend a performance of The Nutcracker. The children were given a memorable experience, with the hope of a lasting impact.

KPMG also chose to widen the impact of their support in sponsoring Haud Close Tae Me, one of the films included in Scottish Ballet’s inaugural Digital Season. It was important for the organisation to support a creative initiative, and the film has attracted attention worldwide.

KPMG’s association with Scottish Ballet shows there is more to sponsorship than just financial support. The impact of the partnership and social interaction achieved is far richer and rewarding.

As Scottish Ballet’s Content & Digital Executive, part of Tony’s role is to understand how people react to content, and how Scottish Ballet can utilise this. 45 million people in the UK use social media, with over 87% of these using social media daily. This explains why increasingly marketing budgets are allocated to creating digital content and widening reach. It’s important for the Company that all areas of the business are involved, from dancers to our Engagement department. Content should engage, inform and inspire.

In 2017, Scottish Ballet took a risk and created an entire Digital Season – instead of performing on stage, we created film content to be consumed online, from anywhere. It was a world first. Haud Close Tae Me was one component, and the emotional response that came from audiences more than justified the creation.  “Dearest creatives, you are saving the world soul by soul, just by being your innovative magical glorious selves…. Thank you.”

Tony shared some of the results which included successfully widening international reach on social media (with new fans in USA and Australia) and encouraging ticket sales in the younger audience demographic. The success of the first Digital Season allows Scottish Ballet to develop plans for a second, which will form part of our 50th Anniversary programming in 2019 – a huge year in the Company’s history.