Northern Ballet hits the road

Leeds-based Northern Ballet are putting three new tour lorries on the road ahead of this season’s tour with The Boy in the Striped Pyjamas, The Little Mermaid and A celebration of Sir Kenneth MacMillan, Master Choreographer.

Sponsored by first direct, whose HQ is located in the city, and provided by Leeds-based theatre logistics company stagefreight, this is the first time that Northern Ballet has had its own branded touring vehicles.

As the UK’s widest touring ballet company, Northern Ballet’s lorries will travel thousands of miles each year, increasing the visibility and awareness of one of Leeds’ leading cultural brands.

The launch marks the next phase of a partnership with first direct who have been supporting Northern Ballet since 2010 and became three year national tour sponsors in 2017.

Joe Gordon, Head of first direct, said: ‘Northern Ballet creates unique experiences for audiences throughout the country, as first direct does with its customers. We are proud to work with a company that so closely fits with our brand and values. These lorries are a fantastic example of the bold and innovative partnership that continues to evolve between our organisations.”