Covent Garden’s world-famous Royal Opera House (ROH) has unveiled a bold and diverse TV campaign in partnership with Sky Media. The adverts mark ROH’s first TV campaign in three years, and will promote the institution’s upcoming Spring/Summer programme, as it reopened its doors on May 17th.
Altair Media handled media planning and buying for the campaign, marking the agency’s first formal foray into the TV advertising market. Led by Sky Media, the campaign’s creative was developed by Sky’s Commercial Production team and aims to showcase the breadth of content across the Royal Ballet and Royal Opera repertoires this season, while also appealing to viewers who might not traditionally interact with the ROH.
Airing across multiple channels in the Sky Media portfolio including Sky Arts, Channel 5, Sky Atlantic, Sony Movies and more, the twenty-second adverts feature dynamic, fast-paced cuts from some of ROH’s upcoming performances, including 21st-Century Choreographers, La bohème and Sleeping Beauty. As part of the partnership, ROH has licensed the Sky Arts brand, which endorses the adverts aired on the channel with a ten-second ‘Sky Arts Presents’ bumper, complete with the classic channel ident to lend the creative a premium sponsorship halo and sense of continuity. Sky Arts is now free for everyone to watch on Freeview Channel 11.