Discover is campaign to engage younger audiences to experience the ballet for the first time, by breaking down preconceptions and protesting that there are no rules to ballet. This campaign draws upon the socially engaged with a radical spirit to emulate the emotion of ballet, by using the idea of protests to show that ballet is not what you think it is.
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Discover targets young people to experience not only the ballet for the first time, but also the theatre and opera. Discover’s primary audience however is students and will be a national campaign targeting major universities and cities. This will be done by partnering with these universities to hold exhibitions and start up societies based around the Royal Opera House for culturally engaged students. This will broaden student’s knowledge of the Royal Opera House and will offer up discounted tickets for students to experience the ballet.
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