Creating slogan, visual image and marketing plan for Free Will
The opera
Opera By You means you. You have written the script, composed the music, designed the sets and costumes and all in all planned an opera to be premiered as Free Will in summer 2012. It has been a project unique in the history of the world. Great! To keep the project firmly within the community, and to ensure that the brilliant concept prevails from start to finish, we want to make as little use as possible of hasan & partners, the Savonlinna Opera Festival’s in itself excellent advertising agency. So we are now offering you an opportunity to plan the marketing of Free Will and welcome you to take part.
The mission:
1. Invent a Free Will slogan that says what the opera is; a way of speaking about it.
2. Design the visual image of Free Will in the form of a poster.
3. Make a plan for marketing Free Will to the online community.
To plan the marketing of Free Will, its operating culture and advertising. The chief media is the net.
a) The primary objective is to sell tickets for the opera’s premiere on July 21, 2012. The tickets cost from €40 to €164, depending on the auditorium section. We want to know how and where you would sell the tickets for Free Will. Who would you market it to, and how would you target them? The main target group will be people the shortest distance away, in the Nordic countries.
b) The opera will be streamed live from Olavinlinna Castle. Immediately after the performance there will be a session at which the operatives and the most active members of the Opera By You community will be interviewed and join in the discussion. The other objective is to get as many viewers and as much international publicity as possible for this event.
‘Must be’ elements:
The Savonlinna Opera Festival logo
The name Opera By You – Free Will must tell about the opera and its unique genesis.
Good to know:
Savonlinna is a small town in the eastern part of Finland. It is accessible by air (direct flights), road and rail via the Finnish capital, Helsinki. The town has good accommodation options and excellent restaurants. The Savonlinna Opera Festival is an event of international renown attracting some 60,000 opera fans a year. This is a lot for a Finnish festival. The Savonlinna Opera Festival celebrates its 100th anniversary in 2012. So in addition to Free Will, it will be staging many other operatic hits and unique performances. All the operas at the Savonlinna Opera Festival are performed in the idyllic medieval Olavinlinna Castle.