We chose this brief to learn more about contemporary ballet and the Royal Opera House as a company. Current young adults wouldn't always consider going to the ballet, we want to make them ask themselves — ‘why not?’. Whilst conducting initial research our team realised that it is not only affordable, but within reach. Ballet as an art form is alive, and we aim to increase awareness of it’s relevance to everyday life. Over the course of this project, we have been led to discover the ways in which the Royal Opera House engages with young professionals, through schemes like the Young Friend Membership and ROH Students. We wanted to banish preconceptions as previously we just thought of ballet as exclusive to a particular market. After digesting the brief, we immediately knew we had to break down the fundamentals and extract necessary information, such as schemes, prices and location, which helped us to achieve our intended targets.
Accessible. Affordable. Alive. The Royal Opera House provides unparalleled opportunities for young people of all backgrounds and genders to experience an exciting traditional art form. This campaign utilises fresh colours and traditional print aesthetics to revitalise the image of the Royal Opera House and give ballet a modern and contemporary edge. A location based campaign targets specific cities across the UK, while simultaneously bringing all audiences back to the Royal Opera House. Price guides, inclusive of travel and tickets, demonstrate to audiences how accessible the Royal Opera House can be. The collection covers all branches of the Royal Opera House’s current branding strategy, while also pursuing new platforms. Posters will be used across inner-city advertising through bus shelters and billboards, while stickers and leaflets provide a portable campaign solution that allows the brand to reach new audiences. Social media is a crucial tool for the Royal Opera House, and this multi-platform campaign can be applied across Instagram, Twitter, Facebook, Spotify and Snapchat.