Case Study: Joe Ink presents Retrospective: 25 Years

The Client

Choreographer Joe Laughlin is an essential figure within the Vancouver and Canadian dance community. The award-winning creator and performer has had a rich and varied career, with successful partnerships across ballet, opera, theatre, and television, and commissions from organizations including the National Arts Centre, Banff Centre, Canada Dance Festival, Royal Winnipeg Ballet, Ballet BC, among others.


In March of 2013, as a part of the Vancouver International Dance Festival, Laughlin’s company ‘Joe Ink‘ presented¬†Retrospective: 25 Years at The Dance Centre. The evening featured mixed repertoire from across Laughlin’s two and a half decade choreographic career.


The Campaign

Laura Murray Public Relations were hired to provide a media relations campaign that would secure high-levels of editorial coverage and public awareness. The broad range of activities included composing and distributing the performance’s press release, writing and uploading event listings, pitching local journalists to write preview features, and securing the attendance of reviewers.


The Results

Interviews and articles were secured with publications and outlets throughout the Lower Mainland. Coverage highlights included: The Vancouver Sun, The Georgia Straight, Globe and Mail, CBC Telejournal, North Shore News,  CBC Radio Canada, The Dance Current, CiTR, CJSF, TV Week Magazine, and Co-op Radio.



Selected Coverage


Click on the image to read each article

Art Section Cover, Vancouver Sun


Deborah Meyers, Vancouver Sun


Marsha Lederman, Globe & Mail

Janet Smith, Georgia Straight


Christine Lyon, North Shore News

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