In early 2025, four of Columbus’s premier performing arts institutions—Opera Columbus, BalletMet, CAPA, and the Columbus Symphony—joined forces for a groundbreaking production of West Side Story at the Ohio Theatre Feb. 13-16, 2025. The collaboration marked a rare and ambitious effort to merge the organizations’ unique artistic identities into one cohesive performance. The stakes were high: an iconic musical with deeply rooted cultural impact, a condensed performance window of just four days, and four brands, each with loyal yet distinct audiences (two of which were current clients of ours).

Irvin PR was tapped to lead joint media relations on behalf of all four partners, crafting a unified communications strategy that honored each organization’s voice while building shared momentum around the show."> In early 2025, four of Columbus’s premier performing arts institutions—Opera Columbus, BalletMet, CAPA, and the Columbus Symphony—joined forces for a groundbreaking production of West Side Story at the Ohio Theatre Feb. 13-16, 2025. The collaboration marked a rare and ambitious effort to merge the organizations’ unique artistic identities into one cohesive performance. The stakes were high: an iconic musical with deeply rooted cultural impact, a condensed performance window of just four days, and four brands, each with loyal yet distinct audiences (two of which were current clients of ours).

Irvin PR was tapped to lead joint media relations on behalf of all four partners, crafting a unified communications strategy that honored each organization’s voice while building shared momentum around the show."> Skip Navigation
West Side Story | Cross-Organizational Campaign Image

West Side Story | Cross-Organizational Campaign

The Situation

In early 2025, four of Columbus’s premier performing arts institutions—Opera Columbus, BalletMet, CAPA, and the Columbus Symphony—joined forces for a groundbreaking production of West Side Story at the Ohio Theatre Feb. 13-16, 2025. The collaboration marked a rare and ambitious effort to merge the organizations’ unique artistic identities into one cohesive performance. The stakes were high: an iconic musical with deeply rooted cultural impact, a condensed performance window of just four days, and four brands, each with loyal yet distinct audiences (two of which were current clients of ours).

Irvin PR was tapped to lead joint media relations on behalf of all four partners, crafting a unified communications strategy that honored each organization’s voice while building shared momentum around the show.

What We Did

Irvin PR executed a layered earned media campaign that elevated the production across traditional and digital platforms:

  • Worked in tandem with all four organizations’ communications teams
  • Updated and distributed a unified news release, ensuring momentum from eight weeks out through curtain rise
  • Developed and pitched media angles tailored to each organization's contribution (opera, dance, symphony, and stage)
  • Targeted local and regional digital and print publications including Columbus Dispatch, 614 Magazine, CityScene, Columbus Underground, Columbus Business First, Axios Columbus, and Columbus Navigator
  • Secured broadcast coverage through story packages and interviews with WBNS, WSYX/WTTE, and WOSU
  • Coordinated interviews across all four organizations to ensure full representation in earned stories
  • Managed trade outreach to national outlets including Pointe Magazine, Opera America, and Broadway World
  • Pitched and secured two reviews with Broadway World and ArtsinAir

The Results

The campaign delivered wall-to-wall coverage leading up to and during the performance week. Standout placements included: features in Columbus Dispatch, CityScene, WOSU, and Broadway World, broadcast coverage and mentions on all three major networks, and two glowing reviews of the production in trade publications.

  • Completely sold out four-day run at the Ohio Theatre
  • More than 30 earned media placements across print, broadcast, digital, and trade
  • $231K+ in advertising value equivalent
  • More than 14 interviews secured, representing all four organizations

 

This campaign demonstrated the power of unified messaging across Columbus’s arts ecosystem and affirmed Irvin PR’s ability to manage high-stakes, multi-partner projects with precision and strategy.

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