Vancouver-based agency Smak was chosen this week as the new MAOR for Ballet BC, a company intent on increasing the accessibility of ballet.

The agency has signed on to work with the organization for its 25th anniversary season, which starts this month with Volo, imported from the Netherlands, and ends in December with the Christmas classic The Nutcracker.

Ballet BC is set on changing the image of ballet and expanding its market. In November, the company decorated light poles and trees in Vancouver’s downtown core with pink tutus, symbolizing its break from tradition.

Smak is also known for its experiential stunts, recently sending an Elvis impersonator airborne in a lawn chair to promote Vancouver International Airport.

The agency is developing Ballet BC’s integrated media plan with the goal of raising awareness of the high calibre of dance and increasing attendance over a broader demographic.