The Challenge:
- Due to COVID 19, on March 26 2020 UK entertainment venues closed.
- Publicly funded ENO wanted to create a vehicle to continue performances. Essential to the delivery of any event was compliance with Government guidelines for social distancing.
- By 16 July ENO announced the world’s first drive in opera.
- Budget £35k
Solution and Delivery
- Led online / zoom discussions across senior management teams to develop an affordable outside based safe environment for opera performances within London
- Developed ticketing and audience engagement strategy for the selected outdoor space – a car park part of a closed theatre complex in North London
- Created a strong, commercial audience strategy using audience pre-registration data to develop pricing and positioning for the 6 performances
- Developed creative assets and communications strategy to ensure timely responses to UK Government announcements were disseminated to audiences
- Led ticketing system alterations to change the customer journey for the drive to aspect of attendance
- Coordinated communications strategy for a live TV simulcast by Sky TV from the event to reach those unable to attend the live performance
- Managed sponsorship stakeholder relationships for UBER cars available to those that had no vehicle
Results
Broadcast Digital Award for Best Sports or Live Event Coverage
Simulcast and repeats had 250,000 viewers
more than 10 full house performances at the theatre
4* reviews for the production
Sell out performances each night