HAGENS - Strategisch PR bureau Amsterdam

Dutch National Opera & Ballet

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.

PR strategy

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).

HAGENS inventively helped us launch our new name with the kind of media exposure we could only have dreamed of.
— Gerald van der Wijngaart, Marketing Manager, Nationale Opera & Ballet


·       Unique reach of 2.5 million people

·       Free Publicity ROI: factor > 8

·       Total number of publications: 212

Campaign imagery: Petrovsky & Ramone