Sep 29, 2009 at 01:36 PM
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What do a ballet and moving company have in common?

It sounds like the start to a good joke, but instead it's Boston's newest sponsorship - The Boston Ballet and The Gentle Giant Moving Company.

Boston area moving company, Gentle Giant, has been named the preferred moving company of Boston Ballet. Boston Ballet selected Gentle Giant Moving Company for the exclusive sponsorship in conjunction with its move to its new performance home, the recently restored Boston Opera House.

"Boston Ballet has embarked upon an exciting moment in the company's history - entering into a new home at The Boston Opera House," said Boston Ballet Executive Director Barry Hughson. "From our company dancers, costumes and sets to our loyal donors, subscribers and patrons, it was a major move. We are pleased to have Gentle Giant's partnership as we move forward into this new era."

Throughout the next year, customers, audience members, and employees from both organizations will have the opportunity to benefit from special offers for Boston Ballet performances and services from Gentle Giant Moving Company and its subsidiary organizations. To generate interest in this new partnership, the organizations seek to leverage their similarities in creative, unique, and even amusing ways, including the athletic abilities of their employee populations and the notion that movement is part of the core essence of each company's mission.

Elements of the partnership include various cross-promotional activities, joint media opportunities, as well as special discounts for each organization's customer audiences. The relationship between Gentle Giant Moving Company and Boston Ballet "is strengthened through a shared commitment to the community and demographic similarities between their respective clientele."

"We're thrilled to be partnering with Boston Ballet during this important transition, just as we do with thousands of Boston-area residents who move into their new homes each year," said Gentle Giant President and CEO Larry O'Toole.

Just a clever one-off around a need in services or do the "precision movement" tie-in and similar demos create potential for a longer term partnership?

photo by Tibor Nemeth