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.
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