THE BRAND RELATIONSHIP:
FROM ’CASUAL ACQUAINTANCE’ TO ’COMMITTED PARTNERSHIP’
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 – 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.
The 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.
BE PART OF AN EXTRAORDINARY PERFORMANCE
The Creative Idea – We framed the Summer Festival experience as an immersive escape from the everyday that will make for a lifetime of memories for every visitor – and 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.
The Results – Reaching some 13 million people in the targeted South East of England, we successfully introduced new bookers to Glyndebourne aged 26 to 35. In reducing the proportion of new bookers aged over 66, we showed that the campaign had successfully inspired a younger generation.
For the 2015 Summer Festival, total box office ticket sales were 97%, while the campaign created the foundation for future work to inspire our new visitors to become members. This meant that 2016 would be even bigger and better.