Dutch National Opera - Opera Forward Festival
OPERA FORWARD FESTIVAL
At the initiative of the artistic director Pierre Audi, Dutch National Opera launched the new festival Opera Forward in 2016 to mark its 50th anniversary. With Opera Forward, Dutch National Opera explores the future of opera together with a new generation of culture lovers. The festival consists of four operas, out of which two are world premieres, a lively and extensive fringe programme, including a participatory project with leading art-education institutions.
Novel developed a sustainable strategy and identity for the festival and the campaign. We formulated a collaborative approach based on a vision of opera as a prismatic art form, and therefore appealing to a broad audience of art lovers. For the Opera Forward visual identity we collaborated with design agency Lesley Moore, photography duo Petrovsky & Ramone and visual artist Florian Mauersberger. The campaign consisted of additional programming, content marketing, influencer strategy, social media campaign and a PR-campaign.
The festival connected a of partners,
- 92% tickets sold
- 18.000 visitors
- 29% new audience
- 220 news clippings
- >€1.000.000,- worth of media exposure
- 4 sold-out additional events with FOAM, La Bolleur, The Rest is Noise and Fiber
The case was nomination for the Cross Media Case of the Year, 2016 and Novel worked on the 2017 campaign as well.
Titelbeeld: Luuk Kramer.
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