Dutch National Opera - Opera Forward Festival

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Dutch National Opera creates and performs dramatic musical art, focusing on quality, diversity and innovation. This is expressed by taking a fresh approach to the opera classics, rediscovering repertoire that has seldom been performed and by creating brand new operas. Dutch National Opera is one of the world’s leading opera houses, receiving the global title ‘Opera Company of the Year’ for 2016.

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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.


INVOLVEMENT

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.


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RESULTS

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 FOAMLa BolleurThe 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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