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Case Study : Welsh National Opera

TASK

WNO were interested in reviewing their media strategy. The client was looking for new routes to explore and for media that could be made accountable. There were tough targets to meet for the Autumn 09 Season and a pressed budget with which to address the project.

ACTION

Using bespoke research we examined the media consumption habits of the typical Opera goer. With intelligent and pragmatic interpretation of the data we arrived at a number of solutions. Retaining the core elements of their campaign activity WNO adopted some ‘firsts’ which included an extensive Digital campaign, strategic use of Art House Cinema, National Press inserts and, significantly, a substantial investment in Outdoor across multiple formats.

RESULT

The Autumn Season 09 successfully met overall targets. It also proved to be the second most successful season in the company’s history. A great outcome at any time but given the economic context, a triumph.

www.wno.org.uk


Welsh National Opera campaign
Welsh National Opera campaign