a modern tale€¦ · press release & news coverage . media . introducing the royal opera house...
TRANSCRIPT
A Modern
Fairy Tale
Brand Summary • The Royal Opera House is one of the world’s leading opera companies under
the direction of Antonio Pappano • With a base in Covent Garden theatre, it is a central part of London • An average of 150 concerts are given from September to July and with the
range of approximately 20 operas, nearly half are new productions • Some of the world’s most famous singers have performed with the company • The Jette Parker Young Artists Programme, founded in 2001, offers
exceptionally talented musicians tailored programmes • Digital Programmes allow you to see highlights from the Royal Opera House
website
Agenda
1 2 3 Who we are
The challenge The solution
Larmer Tree Festival, 2014
Road to 2012: Changing Pace
Soho Stories, 2012
Past Campaigns
Awards
Campaign Strategy
2 1 3 4 5
The Challenge • The opera needs to engage and inspire a younger audience if it
wants to ensure the long-term survival of opera as an art form
• The opera needs to follow the digital age and evolve with it • Opera is difficult to understand and a time consuming element
when living a busy and vibrant lifestyle
• Opera is historic, dry, stuffy, formal and traditional, and therefore not relevant to contemporary life
Audience
Age: 25-30 years
Living: Central London
Gender: Men and women. The main focus will be on the female
audience
Education: Well educated. University graduates
Occupation: Working in creative environments; advertising, media,
music, TV, fashion, etc.
• Well educated and curious about the artistic world
• Informed about events in the entertaintment industry, and is
already feeding from this
• Individuals who are independent and living very easy-going lives
• Constantly in search for new knowledge and inspiration
• Very social - spending a lot of time with friends and family
• Going out to dine and socialize 3-4 times a week
• Single or in a relationship. No children.
• Busy establishing a career
• They are already familiar with the opera but contemporary art
forms are more appealing
• Fashion oriented and trendsetter
Values & Behaviour
THINK FEEL DO
Opera is more than fat ladies singing
Watch opera Opera can provide me with new cultural
insights
Campaign Goal: Encourage culturally engaged people age
25-30 to experience opera for the first time
Communication Goal: Opera is exciting and a thrill to watch
Objectives • Increase the number of visits to the Royal Opera
House by 25 % from people in the age of 25-30 by September 2016
• Reach a minimum of 90 % overall attendance for the event ”A Modern Fairytale” in April 2016
• Reach an amount of 30,000 iOS downloads and 30,000 Android downloads of the Royal Opera House App
Press Release & News Coverage
Media
Introducing The Royal Opera House App
• Easy to navigate
• Personaliza;on of your opera experience
• Stay updated with the latest news and events
• Accessable in all places
• Makes your opera experience easy
A Modern Fairy Tale April 2016
Introducing
The Event • Four day event in London
• A contemporary approach to attract the target audience
• Pop-up opera performances at different places in London • Themed events from Thursday to Sunday with the modern aspect combining
these
• Street art and posters placed around the City that will create a buzz about the Royal Opera House
• An online visual campaign poster that will be posted on the Social Media platforms
• Social Media awareness via #modernfairytale
Event Programme
Thursday: Fashion Night Out
Friday: Tapas & Cava
Saturday: The Modern Ball
Sunday: Chill Out
Fashion Night Out • Ladies Night with pink cocktails served in the bar at the
Royal Opera House
• Free entrance at the Fashion and Textile Museum for the exhibition of the costumes made for the Royal Opera House
• Intimate dinner with Fay Fullerton, Head Designer of the
Royal Opera House
• Showing the modern opera Pleasure
Tapas & Cava • Tapas crawling and pop-up opera performances at
selected venues around the City of London
• Spanish tenor Ismael Jordi will speak about the history of Spanish and Italian opera
• Showing a modern interpretation of the opera Le nozze di Figaro
The Modern Ball • Galla Dinner
• The Post-‐Modern AFerparty with dancing and coctails
• Showing the popular opera Carmen
Chill Out • Open Air opera performances by young artists in
Hyde Park – the opera’s will be interpreted based on music from popular English artists
• Afternoon Tea at the Royal Opera House
• The Royal Opera’s Director of Music, Antonio Pappano will host the closing dinner
Promotion
• Famous street artist, Mr Senz will make art based on A Modern Fairy Tale
• An event poster will be released and shown on public places and online media platforms
Street Art Artist, Mr Senz
The Event Poster • Displayed around the City • Posted on social media sites • Enter the App directly through the
QR-code • A teaser without too much
information
• Arouse curiosity
Social Media Platforms #amodernfairytale
Evaluation
Number of visits before and aFer the campaign
The number of par;cipants for
the event
Number of App
downloads and website
visits
Surveys before and aFer the campaign
Budget • App development: £6,000 • Event budget: £22,000 • Agency fee: £10,000
Total: £38,000
Thank you for listening
We look forward
working with you!
By Nadia Kolle Rasmussen