dadasd 

HeyHuman

Core disciplines: Brand Activation, Brand strategy, Integrated marketing, Social

 

THE KEY BEHAVIOUR

Get a new generation of people to add Glyndebourne Summer Festival to their list of annual get-togethers with family or friends.

 

THE KEY BARRIER & COMPARISON

Key barrier: The general perception of opera as elitist,
exclusive or only for connoisseurs. Without word-of-mouth
from a trusted Glyndebourne regular, attending for the first time
requires a big commitment in effort and outlay.

Key comparison: Royal Ascot, where dressing up
and betting on the horses becomes a social event anyone
can enjoy, and just by attending you become part of
the story around the experience.

 

THE CREATIVE IDEA

Glyndebourne: Be part of an extraordinary performance.

We framed the Summer Festival experience as an immersive escape from the everyday
that will make for a lifetime of memories, with every visit unique.

By getting this message across – opening up the invitation through press and online ads,
and on public transport – we created awareness of the unique total experience of a day
at Glyndebourne for a brand-new, younger crowd.


RESULTS

Reaching some 13 million people in the targeted South East,
we successfully introduced new bookers to Glyndebourne aged 26-35, and
reduced the proportion of new bookers aged over 66 – showing we had successfully
inspired a younger generation.

Total box office ticket sales for the 2015 Summer Festival were above 95%,
while the campaign created the foundation for future work to inspire our new visitors
to become members. This means 2016 is looking even bigger and better.

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