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