The Concept
To encourage culturally engaged young people aged 20-30 to experience opera for the first time I decided to take it back to basics with the campaign. I wanted to change it from the darker looking posters and advertising to something that would be bright and different. They need a campaign that will stand out in the city but also on social media.
The main concept is to have a marbled background that will easily catch the audiences attention when they are out and about. This will then have one to three words over the top of it, depending where the campaign is going to be displayed which will describe the opera in different ways.
Bus Stop Billboard
This is what the campaign would look like on a bus stop billboard. I wanted to use a bus stop as an example because personally I think when you are going through a busy city you want too see a bus stop design that will make you stop and pay attention to what its advertising.
Using the bright colours and the boldness of the typeface it catches the audiences attention. The information for the box office would be in the bottom corner, still a big enough size that you could see whilst waiting for a bus.
Instagram
To get across to a 20-30 year old audience you would need to use social media to promote the ROH. Instagram is highly used platform that would give the ROH the right promotion.
For this idea I took the different marble prints I done and used them for different backgrounds with a word on each one instead of three words on each.
For this idea I took the different marble prints I done and used them for different backgrounds with a word on each one instead of three words on each.
These could then be promoted each day to stand out on peoples time lines and make them see who’s posted it.
The image on the left is what they would look like all combined on the ROH’s official instagram page, the other images are what they would look like once clicked on.
The image on the left is what they would look like all combined on the ROH’s official instagram page, the other images are what they would look like once clicked on.
Tube Posters
I also wanted to use the tube station as a place to campaign for ROH. Using the idea of having a word on each post like the instagram one but this time as you go up or down an escalator you see one word per poster then the last poster can be the ROH logo.
I would have also liked to have been able to make the marble move on each screen so it looked like it was on the water for the tube stations that have the video posters instead of just a stand still poster. I think this would have a big impact.
