Create a successful campaign for English National Opera’s production of Aida, which captures the essence of the story, and ensures it connects with new audiences in addition to existing.
Aida is a tragic love story between a princess and military commander and their struggle when choosing between love and country. This polarity of choice is reflected in the minimalism of the set and our subsequent concept for the marketing image. A singular shaft of light and the symbolism of triangles, given the Egyptian setting, seemed the perfect visual metaphor for the light and shade of the story and how the lovers await their death, together in a tomb beneath.
The compelling story of Aida is articulated as clearly and succinctly as possible, leading each execution of the campaign, to ensure audiences who didn’t know the story, didn’t feel alienated. So in much the same way as a book cover for a novel entices you to pick it up in a book shop, it’s often the encapsulated story on the back cover which seals the purchase.
We also preceded the campaign with a teaser trailer, which aired in cinemas and online prior to the campaign launching in press, print, digital and online, to ignite interest in audiences who might not usually consider opera being for them.
Aida attracted the biggest audience to an English National Opera Autumn production in 4 years. In addition to opera fans and aficionados attending, 44% of Aida's audience were first time opera goers.