Novel conducts collaborative campaign for Opera Forward Festival

Between 15 and 25 March, Dutch National Opera presented the first edition of Opera Forward Festival. With a wide-ranging programme consisting of operas, talk shows, exhibitions and performances, this festival is geared towards a new generation of culture lovers. To reach this target audience, Dutch National Opera has recruited Amsterdam-based Novel Creative Consultancy to devise a brand- and programme strategy, as well as a ‘collaborative’ campaign for the festival.

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Attracting young adults to the opera 

Opera Forward Festival, initiated by director Pierre Audi, marks the 50th anniversary of Dutch National Opera, and looks primarily to the future of opera. That’s why Opera Forward Festival expressly targets a younger audience. After winning a pitch-round in the spring of 2015, Novel Creative Consultancy (Novel) began developing a renewed brand and campaign strategy in collaboration with Dutch National Opera. The new strategy focused on using content and a notable identity to attract the target group of largely young adults in the age group of 18-30. This resulted in a campaign that was, in addition to inter-medial, markedly collaborative. This was because the campaign strategy emphasised new connections to partners deemed relevant to the target audience, in order to collectively break through the media barrier.  

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Communication through partners, magazine, influencers, PR and outdoor

In the context of this collaborative campaign, partners such as Foam, The Rest is Noise and Fiber were involved. Each offered special programmes that attracted their own fanbase of young adults to Opera Forward Festival. In addition to this, an online festival magazine was launched that framed the relatively complex subject of ‘opera’ using editorial content made relevant by and for the target audience. This content also forms the core of the social media strategy for the festival. A series of events leading up to the festival was also used to develop the network of young influencers and ambassadors. PR was an integral part of the campaign, for which Dutch National Opera and Novel collaborated closely for maximum media reach, as well as forging partnerships with companies including WeTransfer, 22tracks and We Are Public. Finally, Novel delivered a distinctive outdoor campaign that was based on Opera Forward Festival’s new brand identity. Here, Novel collaborated on the role of creative director with design agency Lesley Moore, photographer duo Petrovsky & Ramone and video artist Florian Mauersberger.

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Novel aligns brands with millennials. We encourage positive and sustainable growth through the creative energy of future generations. Novel offers consultancy, campaigns and networks for clients such as the Dutch National Opera, Oedipus Brewing, Triodos Bank, De Nieuwe Kerk Amsterdam and CJP.

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