Stage 2 — preparing a campaign (Glyndebourne Pitch) LO5.2

Glyndebourne Education has commissioned a new opera aimed at 14 – 19 year olds.


Knight Crew is an interactive opera created for young people: A re-creation of the King Arthur legend in a contemporary gang-land setting. The story draws parallels from the myth and is consumed by grand themes of passion, loyalty, betrayal and reconciliation.


Your task:
Create a company with a maximum of 3 people to promote this opera. All promotional ideas and plans must be on zero (or very little budget) as we have very little money to promote this. Therefore think outside the box, come up with new and unique ideas to spread the word about the production and sell tickets. This production is aimed at 14 – 19 year old so think about how this age group likes to receive information.


Your pitch must include:
• Marketing break down: who your audience is, where they will come from, how you will reach them, when you plan to target them.
• And you should create / give us ideas for any of the following:
• A flyer / poster and who / where you will distribute this to
• A press release and who / where you will distribute this to
• Ideas for the website and other ideas of online promotion
• Podcasts / Video clips / Trailers
On all publicity materials you must include the following:
• Glyndebourne’s logo and Knight Crew logo
• Name of the performance: Knight Crew
• Creative / Production team: Composer: Julian Philips, Librettist: Nicky Singer, Director: John Fulljames, Music Directors: Nicholas Collon, Designer: Es Devlin, Lighting Designer: Bruno Poet.
• Date, time and place of performance: 3rd March 2pm (schools performance), 4th, 5th & 6th March 2010 7pm, Glyndebourne, Lewes, East Sussex
• How to book tickets / price: £14 adults, £7 children, online at www.knightcrewopera.com / www.glyndebourne.com and phoning box office: 01273 815025
You must remember that you are going to go on to conduct this campaign so make sure the ideas you suggest are feasible with the resources available to you and suitable to the scenario. You should consider, for example, whether a television advert would be suitable for promoting a low budget promotion of this type.


Remember to take notes at all meetings and record your progress regularly in your project blog, noting your contributions, how well the group is working, what you have learned during this process etc.


Make sure your blog is well organised with a clear structure and headings so that any readers can easily find their way around it.


Your group will do its pitch on Friday 11th December

If you have any questions about this part of the project email knight.crew@glyndebourne.com