Mar 28, 2013
Total Media appointed to produce content-driven media
English National Opera (ENO), one of the most innovative and accessible opera companies in the world, is to embark on a radical new marketing campaign to ignite passion in the opera genre and attract new audiences to engage with the art form. With a targeted focus on broadening ENO’s appeal, whilst deepening the relationships with existing opera goers, ENO will launch an integrated, creative marketing campaign to fulfil its goals.
Independent agency and launch and growth specialist, Total Media, has been appointed to produce and manage the content-driven media to bring fresh thinking to the opera marketing scene and inspire current and new audiences to attend productions. Taking collaboration to the next level with a series of strategic partnerships with media companies, the agency will produce cross-channel media to tell the story of the productions and rouse audiences.
In addition to promoting ENO’s theatrical and cutting-edge productions, Total Media will promote ENO as the entertainment destination for the cultural cognoscenti. With ENO’s home in the spectacular London Coliseum, effort will go into promoting moving, live opera and the venue, including its bars and restaurants.
Eleanor Appleby, Head of Marketing at ENO, said: “We were very impressed with Total Media’s passion and determination to help us stand out. They challenged us to re-evaluate how things are currently done in the arts industry and to try something bold. It’s everything we wanted, and I believe that together we can make a real difference to how we communicate and engage with the public, now and in the future.”
Thomas Laranjo, Managing Director at Total Media, commented: “In such a challenging economic environment, arts bodies must be more creative and make their communications budgets work much harder. ENO has embraced this challenge as an opportunity to explore new ideas and marketing solutions. We are excited to have been chosen by ENO as their partner to innovate and transform their marketing approach.”
With an estimated media spend of £500k, work on the account starts immediately.
Upcoming ENO productions for 2013 include the UK premiere of The Perfect American, written by the world famous composer Philip Glass, and a revival of the Company’s acclaimed production of Death in Venice, directed by Deborah Warner.