In order to make this brief successful I will have to make the company more appealing to twenty to thirty year olds by delivering a contemporary, engaging and overarching campaign idea that will attract more young people to be part of the companies audience.
For my campaign I believe in making this brilliant, powerful artform as widely available as possible, it is inherent that we engage and inspire more young people to be part of Opera if we are to ensure the long-term survival of opera as an artform. The target audience that The Royal Opera House are particularly talking about are those aged between twenty and thirty who already attend plays, gigs, and exhibitions, but who don’t consider opera.
My Solution for this brief is to create a universal festival that can attract the target audience. Festivals play a huge part in society in this generation and I think that it is of the upmost importance that Opera is also integrated within the festival community. In doing so, it will create a more unique involvement for people who haven't experienced Opera before, to create a less formal environment, which will allow for more opportunities and incentive to get involved with The Royal Opera House. I think by adapting my own style within the brand it is going to create something that is new and unique by delivering ideas to promote and get The Royal Opera House the place to go for entertainment.