Dutch National Opera & Ballet
The Dutch National Opera & Ballet came to be as a merger between the Amsterdam Music Theatre, the National Opera and the Dutch National Ballet. HAGENS was asked to develop the PR strategy and media positioning of this new national institute.
Reaching a new, younger audience was an important part of the briefing. To achieve this, we devised Overture, a nationwide campaign for its opening and launch. An important part of the campaign was the devising of ‘media overtures’, with the Dutch National Opera & Ballet opening a number of major television programmes (including De Wereld Draait Door and Het Klokhuis).
· Unique reach of 2.5 million people
· Free Publicity ROI: factor > 8
· Total number of publications: 212
Campaign imagery: Petrovsky & Ramone