In order to spark a revival in the opera industry, the Royal Opera House in London is hosting a campaign that combines modern viral marketing tactics, including hosting videos on YouTube, to connect with younger generations.
The Aia campaign is focused on recruiting customer service staff and people to work backstage. It will include,"Print, outdoor and viral elements and is designed to appeal to a diverse audience," BrandRepublic said.
With the strapline, "find yourself," Opera House is hoping to recruit potential employees by playing the identity card. In today's world, so many people feel disconnected and out of sync, so tactics like these can tug at the heart strings.
It's a way to "Get into the arts without the song and dance," according to the Opera House which posted videos of backstage and customer service employees having fun on the job.
Check out the videos:
Key Themes Behind This Trend
- Viral Marketing
- Opportunities for other industries to use viral marketing tactics to connect with younger generations and diverse audiences.
- Identity-based Recruitment
- Potential for businesses to use identity-focused campaigns to attract employees and tap into the desire for personal connection and meaning in work.
- Modernizing Traditional Industries
- Potential for other traditional industries, like opera, to embrace modern marketing methods to appeal to younger generations and stay relevant.
Where This Applies
- Marketing and Advertising
- Disruption opportunities for marketing and advertising agencies to create viral campaigns and connect with diverse audiences.
- HR and Recruitment
- Innovation in recruitment strategies to attract employees using identity-based campaigns.
- Performing Arts and Entertainment
- Opportunity for the performing arts industry to modernize and engage younger generations through innovative marketing tactics.
