Royal Opera House

  • Gina Hopkins

Concept / Design / Copywriting / Campaign / Social Media / Artwork YCN Awards & AKA Studio

The Problem

The Royal Opera House is host to a huge range of performances, however, young audiences avoid going to the venue despite being interested in similar cultural events.

The Insight

The name "Opera House" deters visitors who would be interested in other performances such as ballet and classical music. The "Royal" descriptor would also put off younger audiences as it is often associated with upper-class, expensive events.

The Solution

Takeover The House: A rebrand of the Royal Opera House as simply "The House". The guerrilla style campaign adds a more dynamic element to the premium brand.
This project won a YCN Award and as a result I was asked to roll it out for the 2018 campaign.
"Working with Gina on the articulation and roll-out of her campaign, across a variety of print and digital platforms, I was impressed by her professionalism and commitment throughout. Gina demonstrated a highly evolved practice, utilising an accomplished array of technical skills to achieve a faultless outcome on deadline. Our client is delighted, which is to Gina’s absolute credit. I’d have no hesitation in recommending Gina as a valuable addition to any studio, and look forward to seeing her achieve deserved success throughout here career."

Matthew Dixon - Creative Director, AKA
"Gina responded to our brief creatively with a concept that really suited our needs whilst pushing boundaries. She worked incredibly quickly producing a very high standard of work and showing adaptability and attention to detail. We were confident throughout the process that any changes in direction would be met only with energy and positivity. Gina provided us with a range of assets for the campaign and we have only had positive feedback."

Helena Gavrielides - Marketing Administrator, Royal Opera House