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July 19, 2021

The Pennsylvania Ballet is back and keeping fans on their toes as social media explodes with one small, new detail: its name.

After being forced to take the 2020-2021 season off due to the COVID-19 pandemic, the professional ballet company had some time to bring it back to the barre and really focus on the basics. The PA Ballet is back for its 2021-2022 season with the same classic ballet that everyone knows and loves, plus some new twists. For starters, they are now proudly calling themselves the Philadelphia Ballet! They are also adding live music from the Philadelphia Ballet Orchestra to some of their performances and mixing artistry and athleticism to bring works to the stage like you have never seen before.

To build buzz, a different Philadelphia Ballet dancer is taking over the company’s Instagram Stories each Tuesday to share why they love Philly and give the community a behind-the-scenes look into a day in the life of a professional dancer. This is a great marketing tactic for the ballet company because not only does it get the current fans excited, but it also creates opportunities for the dancers to share that content with their own networks, allowing for expanded reach and engagement with new audiences. It is always intriguing to see the world through someone else’s eyes for a change, and sharing the dancers’ passions with the community will make the community more passionate about them in return. 

The Philadelphia Inquirer is also buzzing with the news of opening day for the new Philadelphia Ballet. Artistic Director Angel Corella sums it up perfectly by saying, “Philadelphia has an international recognition. It’s for the Philadelphia Orchestra, for the museums, for the opera – for the city, the city of love. And it’s got such power that we wanted to feel even more attached to the city.” The ballet’s new name was inspired by the city that inspires them; Philadelphia is where the dancers practice, where they perform, where they are supported, and where they are loved. 

Many of us are leaping with joy that the arts are back and that theaters are safely opening again, but this news hits differently — it hits home. Philadelphia is known for its brotherly love and sisterly affection, support, and coming together as a community. The ballet changing its name from Pennsylvania to Philadelphia just further emphasizes that love and support.  

In celebration of its new name and re-opening this October, the Philadelphia Ballet has teamed up with Parkway Pals to interact with the Philly community and further promote its shows, spread its new name, and share the company’s passion for dance and the arts. The season will debut at Philly’s own Performance Garage to give live audience members a more intimate experience and ease back into the live performance setting before Nutcracker season brings them back to The Academy of Music

With these strong marketing and community engagement pushes, the Philadelphia Ballet is geared up to come back better than ever, and we can’t wait. 

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Sadie Markley

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