Royal Opera House seeks to engage younger, more diverse audience

Royal Opera House - Mediahsotz

Iconic performing arts venue, Royal Opera House, has appointed global socially-led creative agency We Are Social to attract a younger and more diverse audience to the venue and its productions.

We Are Social in London will be tasked with engaging a new diverse group of experience seekers, activating a new social strategy that invites this audience to explore the stimulating world of opera and ballet.

Royal Opera House 

We Are Social will initially be launching a socially-led creative campaign across both social media and above the line channels for the famous London venue. 

Longer term, the agency will be supporting the venue’s marketing ambitions, helping to attract a younger and more diverse audience to the performing arts powerhouse. 

The appointment comes following a competitive pitch.

Royal Opera House 2 - Mediashotz
Conducting change: We Are Social hired to attract young, more diverse audience.

Terry McGrath, Director of Audiences and Media at Royal Opera House, said “As we reopen our doors after almost two years of closure, we are delighted to have We Are Social on board to help us reach and engage new and diverse audiences and celebrate the return of our wonderful art forms.”

Jim Coleman, UK CEO at We Are Social, added “It is a complete privilege to be working with Royal Opera House, helping them to connect with a new audience at a time when audiences are starting to return to the theatre and live events. 

“Young and more diverse audiences are an important part of Royal Opera House’s future and we can’t wait to inspire this new generation to engage with an art form that has previously felt out of reach for them”.