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first direct takes business to the ballet

08 Sep 2011

Two landmark Yorkshire organisations, first direct and Northern Ballet, have joined forces to create a unique dance experience for clients and customers. first direct will join Northern Ballet this autumn on their national tour of Cleopatra, The Nutcracker and Beauty & the Beast bringing their clients and customers to performances with opportunities to meet stars from the ballet. 

Both Northern Ballet and first direct take pride in their Yorkshire heritage and have successfully taken their brands across the UK. It is hoped this new partnership will provide both organisations with more opportunities to reward loyal audiences and reach new ones, perfectly aligning their high quality brands. 

Mark Mullen, CEO of first direct , said: 

"We are thrilled to announce an exciting working partnership between first direct and Northern Ballet. We love to surprise and delight our customers and a visit to the ballet is another way of showing them our appreciation. 

"Northern Ballet creates unique experiences for audiences throughout the country, as first direct does with its customers. We look forward to working with a Company that so closely fits with our brand and values." 

Mark Skipper, Chief Executive of Northern Ballet agreed, 

"We're delighted that first direct has chosen to work with Northern Ballet. We are passionate about taking dance to as wide an audience as possible and through our national tour we reach in excess of 120,000 people each year. We hope our partnership with first direct will bring many more people to the ballet and give first direct customers first class experiences." 


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For further information please contact:

Ruth Burke-Kennedy, Head of Communications, Northern Ballet

T: 0113 220 8000 M: 07939 065146               




Notes to Editors


Northern Ballet is a uniquely prolific company, creating 10 new full-length ballets in the past 10 years, more than any other British ballet company. It also tours to more UK venues than any other company in the country. Over the past four years Northern Ballet has given over 650 performances in the UK, performing to more than half a million people during approximately 100 weeks of touring across 17 different venues. Most recently the Company has completed a hugely successful national tour of a new work, Cleopatra, which took audiences and critics by storm. The world premiere of Northern Ballet's new production, Beauty & the Beast, takes place at Leeds Grand Theatre from 17-31 December.

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