Ycn submission for real

Royal Opera House

Royal Opera House YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

1

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 multiplatform campaign can be applied across Instagram, Twitter, Facebook, Spotify and Snapchat.

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

2

Embracing a limited colour palette and shape-based imagery, this map of the UK forms the centre of a location and price specific campaign.

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

3

These limited edition screenprints encapsulate traditional processes, reflecting the traditional nature of ballet as an art form

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

4

Informative leaflets containing details of the ROH, upcoming events and the Young Friend Membership (inclusive of our target audience) will be distributed nationally.

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

5

Figure 1

Two London-based sticker designs featuring city landmarks (fig. 1) and a disguised ballerina symbol (fig. 2), intended to promote the campaign.

Created for localised distribution.

Figure 2

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

6

Advertising across relevant social media platforms including twitter, instagram and spotify.

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

7

Location specific snapchat filters can be used promotionally to appeal to the target audience, and an additional Royal Opera House filter to be used within London.

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

8

Proposed expansion of the campaign could entail merchandise such as tote bags and t-shirts and could be sold as part of a bundle with tickets, memberships and food vouchers.

Possible inclusion of an app would allow customers to buy tickets and plan their visit to the Royal Opera House within an exclusively branded interface.

YCN Student Awards 2017

Royal Opera House / AKA

Shelly Kaur, Erin Blamire, Sophia Watts, Megan Swan

Leeds College of Art

9