The Trey McIntyre Project: Poster Child of PR in the Dance World

Posted on April 15, 2011


When my mom’s football-loving boyfriend sent me this USA Today Article about a dance company based in Boise, Idaho I knew that company had something going for them in more ways than one. So what is it that Trey McIntyre and his team are doing to get 50-something sports fanatics down in San Diego, California to relate to ballet, of all things? Intensely creative choreography aside, the Trey McIntyre Project (TMP) has truly got the right idea when it comes to public relations, networking, and social media. I am so impressed that I would like to call the project the poster child for public relations in the dance world. Seriously, these guys are good.

What makes them so great, you ask?

Networking! If you take a moment to read the aforementioned USA Today article that was sent to me, you will see that the project’s founder, Trey McIntyre has been meeting with several Boise powerhouses in fields ranging from business to college football. How is that for an eclectic mix of people? What I find so fascinating is that they are all able to relate to one another in very unexpected ways. These communities that are being built create support and understanding that likely would not be present without an open dialogue that allows different industries to relate with one another. 

A website that is easy to Navigate. What a concept, right? The Trey McIntyre project is attractive, engaging, and very easy to navigate. My favorite part about it is that there aren’t a ton of wordy paragraphs that attempt to show you what the choreography looks like. Instead, there is a series of rotating image bars, which connect to podcast videos of their various dance on film, documentaries, and videos that profile each dancer. These videos don’t give everything about the shows away, but introduce viewers to the company enough to encourage them to attend the next TMP performance.

TMP Dancers Anne Mueller and John Michael Schert Photo by Jonas Lundqvist.

Collaborations. The TMP 9+1 project is one example of some awesomely unexpected collaborating and fundraising. In 2009, the company asked 12 local Boise artists to interpret each of the Trey McIntyre dancers through their chosen art form. This ingenious fundraiser connected several art communities and 50% of the sales went to the dance company. I love this idea because it relates so many art forms with one another and everyone benefits in the end. This project included graphic design artists, musicians, a glass artist, and many others.

Social Media! One of my favorite parts of the TMP website is the See Us Now, Social Network page. This page links viewers to the project’s Facebook, Twitter, Youtube, Blog, and Itunes pages. On top of all that, the page includes a live feed of each of the dancers twitter feeds. This lends a hand to the idea of transparency. The company really goes above and beyond by showing its audience what they’re all about through facilitating access to interactive text, videos, and photos.

Building personal relationships between the audience and the dancers. In the world of dance, performers are often thought of as a body that is used to represent an idea. In Trey McIntyres company the dancers play a large role in the overall image. By visiting the website, viewers have access to a video interview of each dancer as well as a direct link to their personal twitter feeds. The videos are especially awesome because they include some incredibly personal information shared by each of the TMP performers alongside video of them on stage. The audience really has the chance to get to know each dancer and understand what life experiences led them to touring with TMP.

Be sure to check out some of the awesome Trey McIntyre Project videos and podcasts. I haven’t yet had the chance to see them live, but from their internet and media presence alone, I know that this company is something that I would love to be a part of!

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Posted in: Public Relations