Glyndebourne Opera

cultivating a new generation of opera fans

Objective

Taylor Herring were hired by the world famous Glyndebourne Opera Company to promote the launch of their groundbreaking new opera, Tangier Tattoo.

With a sound track inspired by modern bands such as Radiohead and a modern story set against a backdrop of international terrorism and drug deals gone awry, the production marked a radical new direction for Glyndebourne who were especially keen to reach out to a younger audience.

The agency was handed a specific brief to help drive ticket sales and entice a younger audience into the new production via a high impact national and regional consumer campaign.
 
 Strategy

The news announcement for the production was placed exclusively in The Guardian (our media partner) which provided a springboard for further advance coverage including a full page feature in The Sunday Times news section

In advance of the first night of Tangier Tattoo a vibrant and energetic press kit along with sexy and enticing pictures were distributed widely amongst the press. Key youth and style titles were pitched features at least three months prior to the premiere and Taylor Herring also set up press trips to Glyndebourne to watch rehearsals taking place. In addition, all the key cast members were also interviewed for new angles and real life stories.

For the opening night at Glyndebourne, Taylor Herring invited 30 key journalists and opinion formers including GMTV presenter Penny Smith, writers David Quantick and Karen Krizanovich and Andrew Pierce, assistant editor of The Times.

Broadcast clips were also made available to radio and TV for both the first night and throughout the national tour.

Result

A sell-out run – across the UK.

Print highlights included the front page splash in the Financial Times: Weekend and double page spreads in Sunday Times Culture, The Times and the Mail on Sunday. Broadcast coverage included BBC News and full regional support from BBC South to ITV West country and BBC Radio Scotland. Tangier Tattoo was also flagged up as a must see event in numerous style magazines including GQ, Marie Claire and Closer.