Opera Unmasked This campaign aims to remove preconceptions of opera held by non opera goers by illustrating that there is much more to opera, they just need to discover it. This discovery is represented using the metaphor of the mask being removed which also demonstrates the removal of preconceptions such as the phantom of the opera mask. Overall the message to the audience is; Forget the mask and everything else you think you know about opera and discover what it is really like. The ROH Instagram / Twitter handle takes centre stage in the design to show that the discovery is only a couple of thumb taps away. I believe that the key to engaging more young people with opera is by making them take this first step and discover the vibrant online opera community. By avoiding frumpy URLs and allowing the target audience to make an easier search on a platform they enjoy this first step is made more simpler and more likely to happen. As well as discovering this engaging community the online platforms will present offers and promotions targeting members of the target audience such as students.
Tickets Secondary to this print and online campaign tickets are the final piece of the strategy. Carrying the same campaign artwork the tickets are designed so the mask will be physically ripped off leaving the design, the logo and #OperaUnmasked. The aim of this is to encourage the attendees of the Opera to tweet about their new experience spreading the word and reaching new members of the target audience through social media.