Alberta Ballet

House and Garden Tour magazine

Between 2004 and 2012, RedPoint produced an annual magazine on the Alberta Ballet’s House & Garden Tour, a fundraising event showcasing exterior and interior design and décor. The project eventually became a special section that ran each June in RedPoint’s flagship publication, Avenue magazine.

The Challenge

The Alberta Ballet was producing the publication in-house, a time-consuming process. The organization needed a partner who could produce the House & Garden Tour publication with expertise and efficiency, while working collaboratively with Alberta Ballet to meet its marketing goals.

The Solution

Staying true to the Alberta Ballet’s established style, RedPoint assumed responsibility for writing, photography, design, layout and printing for the publication. RedPoint streamlined the production process, removing those duties from the Alberta Ballet team while subtly updating design elements. The House & Garden Tour became a branding vehicle for Alberta Ballet, incorporating stories about dance and ballerina lifestyle alongside spectacular photography and feature stories about the residences on display.

The Results

The House & Garden Tour was a vehicle for Alberta Ballet to promote a major event in a publication that reflected the quality and values of its brand. Over the course of our strong, long-term business relationship, RedPoint produced a premium-quality publication, minimizing Alberta Ballet’s time commitment while maximizing its returns.