Cardiff Design Festival

Brief

A recent project involved the design and production of Welsh National Opera's direct marketing pack for the autumn and spring season 2011/12. The pack includes the season booking brochure, featuring all productions in the season and a CD with production trailers and notes. The pack is sent to WNO's mailing list and Friends of WNO to sell advance tickets. This is the major marketing promotion for WNO’s autumn 2011 and spring 2012 season throughout the UK.

Result

The season brochure has been very well received by Welsh National Opera’s regular audience with an increase in advance performance bookings. It is estimated that the 2011/2012 brochure for performances in Cardiff alone has generated the equivalent of seven full houses.

Solution

We introduced a new front cover concept based on the idea of ‘opera close up’. The cover shows a 'detailed close-up of a costume sleeve' taking the viewer into the performance and onto the stage. It's designed to create expectation and excitement about opera - and to book a live performance. This design was applied to booking brochure and form, letterhead, envelope, CD slipcase and label.