"We are delighted to have engaged Design Inc to produce our 2013 campaign to push the daytime events business for the Royal Opera House. Their brief was difficult to fulfill but they came up with a truly unique and inspiring campaign which has been well received and has generated increased bookings and enquiries."
Dean Drury, Commercial Planning Manager, Royal Opera House
Royal Opera House Covent Garden is a landmark building and a world famous arts venue. In addition to the historic interiors, a major refurbishment and extension has provided some amazing contemporary event spaces including the iconic glass roofed former flower market next door. These facilities are available for daytime hire and occasional evening hire.
The venue has not advertised to the events industry previously and although the venue is high profile among the general public, promotion of venue hire has been limited to industry magazine listings and online directory entries. Qualitative telephone research by Royal Opera House showed a low level of awareness of the availability of the venue for daytime hire. Further to this the full extent and range of the spaces and facilities that can be used for private event hire during the day was found to be low.
– To raise awareness of Royal Opera House as a daytime event venue.
– To increase daytime venue hire enquiries and bookings.
– To create a conceptual and meaningful integrated advertising campaign aimed at venue bookers for daytime events
at Royal Opera House commensurate with the high status of this landmark brand.
– To make full use of integrated media and targeting of venue bookers.To secure at least enough new major event
booking revenue that the campaign be self financing – target 2 major events.
Design Incorporated were awarded the project following a creative pitch based on our third route entitled “watch your daytime event perform’ this campaign leverages the credentials of opera and ballet ‘performances’ at the Royal Opera House and the application of this reputation to the ‘performance’ of daytime corporate events. The campaign features a Biro in a beautiful theatrical ballet tutu. A pencil in a Madam Butterfly inspired kimono and a highlighter pen in a tenor’s white tie and tails. The writing instruments are everyday business tools – representing daytime events and we are making something extraordinary from the ordinary. Many thousands of people have watched exhilarating and famous performances at the Royal Opera House, it’s now your turn to ‘Watch your daytime event perform’ at the Royal Opera House. A very simple yet creative combination. The generic Biro execution would be used to launch the campaign followed by the sector targeted fountain pen – Corporate, Pencil – Not for profit and Highlighter – Media.
Royal Opera House had a database of 2,000 venue booker clients/prospects. These data consisted of events professionals and PAs, segmented as follows: Corporates, Not for profit and Media organisations. Design Incorporated suggested the purchase of additional prospect data
Design Incorporated made 4 separate eshot broadcasts using Mail Chimp.
An integrated campaign
A landing page was created to match the campaign creative. Banner adverts were provided for use on Royal Opera House main site pages. The digital event brochure cover was redesigned to follow the campaign theme. E-signatures were developed for the venue marketing team.
Performance of e-shot campaign
– Number of e-shots opened 4,138
– Average % opened = 40.10% (industry standard 18-20%)
– Number of clicks through to Royal Opera House Venue Hire landing page 1,986 (47.99%)
– Number who downloaded Pdf events brochure 625 (15.10%)
– Number who clicked through Room Information Landing Page 1,255 (30.32%)
Post campaign research
Desk based qualitative research conducted in the period following the campaign recorded a significant increase in
awareness of Royal Opera House as suitable for daytime events and the range of spaces for hire.
This was an awareness raising campaign that successfully reached 4,138 venue bookers.
Daytime venue hire revenue sold as a direct result of this campaign has yet to be finalised at time of writing.