New Welsh National Opera campaign launched by leading Welsh design agency
By Effective Communication
One of Wales’ leading design agencies has helped one of Europe’s most successful opera companies launch their latest marketing campaign.
Design agency Peter Gill has designed a new direct mail campaign for the Welsh National Opera (WNO) informed by the findings of a groundbreaking audience segmentation study.
Each spring, Welsh National Opera launches its campaign for the next season, which runs from September that autumn to summer in the following year. The Welsh National Opera’s season brochure is the first major tool of the campaign.
The new campaign for 2011/2012 season uses a close-up picture of an eighteenth century jacket cuff and frilled sleeve, designed to remind readers of the fabulous costume and set designs which WNO are renowned for.
The WNO performs to over 130,000 people every year, and it is estimated that the 2010/2011 brochure for performances in Cardiff alone generated the equivalent of seven full houses.
WNO campaigns have already won national awards, most notably for the ‘tissue campaign’. The mail shot of 10 specially designed tissues with the line ‘in case WNO makes you cry’ were posted to first time opera goers the morning after they had attended a season performance of Carmen or Madam Butterfly, and picked up two direct marketing awards.
Peter Gill Associates picked up a creative award for the direct mail design for WNO.
Speaking about the new 2011/2012 campaign, Peter Gill said: “The idea of the cover design is to take you right into the opera performance. We wanted an image that would remind people of great opera performances. The cover captures a sense of drama and expectation, excitement and suspense – so much so, the only answer is for opera lovers to book a live performance.”
Tags: Design in Wales, Jason Gill, Peter Gill, Peter Gill Associates, Welsh National Opera
March 12th, 2012 at 11:20 pm
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