‘The Secret Experience’ marketing campaign was completed in response to a given brief to help encourage 20–30-year-olds to purchase and enjoy ballet at the Royal Opera House for the first time. Here the project was campaigned through use of digital, print, branding and a live hashtag for the overall outcomes.
Instilling ‘undercover marketing’ to create excitement about the immersive event helped to further encourage young people to experience ballet as an artform. This immersive event was based around Shakespeare performances with allusive slogans used for each design, to help encourage conversations around the event.
