Media Relations: London Boys Ballet School on Newsround

Growing up I desperately wanted to be a Newsround Press Packer. It was as cool as, if not cooler than, a Blue Peter Badge in my eyes. Anyone else? No?

Moving swiftly on…!

When we began working with London Boys Ballet School (LBBS) to help launch its global online classes during lockdown, Newsround was the perfect first place to pitch the story.

Working remotely to help produce a TV news package about boys learning ballet in countries like New Zealand, the US, Malaysia, and China was certainly a new challenge, but the team was able to pull off everything from a piece-to-camera and interview from LBBS founder and director James Cunliffe to collating clips of boys taking part in classes around the world.

As the piece aired on CBBC at multiple points throughout the day, the school said it saw an increase in web traffic and enquiries about online classes from boys in more than 20 countries. This interest was sustained by the online story over the following days and subsequent pieces in The Stage (DA 74) and Classic FM (DA 72).

Quality over quantity is the takeaway from this campaign, and I got to (sort of) live out my Press Packer dream. Eight-year-old me will would be very pleased with herself!

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