Sydney Opera House Royal Concertgebouw Orchestra case study

The Sydney Opera House was bringing what’s considered to be ‘the greatest orchestra in the world’ to Sydney – the Royal Concertgebouw Orchestra on 29 November – 1 December. They performed in the Concert hall at Sydney Opera House for 3 concerts only. Mariss Jansons conducted the orchestra and Program 2 featured Yefim Bronfman, a piano virtuoso as a soloist.

This marked one of the key moments in the 40 years of Sydney Opera House musical history and the concert took place straight after the 40th birthday celebration in October. This was a very exciting time for the Sydney Opera House and the Royal Concertgebouw Orchestra.

Dates: 29 Nov – 1 DecConductor: Mariss JansonsVenue: Concert Hall, Sydney Opera HouseRepertoire: Tchaikovsky, Wagenaar, Stravinsky and Beethoven

The challenge for Lash Creative was to work together with the Sydney Opera House and get all 3 events completely sold out.

We quickly saw that the promotion for the RCO was being spread too thin. By micro-managing our efforts, we created a very smart and effective Electronic Direct Mail specifically focused on the Australian-Dutch community. With that, we’ve created an underground-vibe in the Dutch community that trickled through to the Australian community. The EDM was sent out to a specifically targeted database of almost 2,000 people.

Next to the EDM, we got the Dutch Consulate General involved as well, and set up a VIP pre, interval and post event sponsored by Boskalis, Damen Shipyards Group, ING DIRECT Australia, KLM, D.E MASTER BLENDERS 1753, Rabobank & Vopak. The event was for 220 VIP’s only and the actual orchestra of 140 musicians joined in the fun

after the performance for a great night of celebrations.

I LOOK FORWARD TO SEEING YOU AT THE OPERA HOUSE ON 1 DECEMBER AT 4PM.

Willem N. CosijnConsul-General of the Kingdom of the Netherlands

Yours sincerely ,

We are pleased to welcome our Minister of State, former Prime Minister Wim Kok, and his wife Rita Kok from the Netherlands. There will be welcome drinks at 4pm in the Opera House’s Utzon Room, as well as a brief impression of the Royal Concertgebouw Orchestra’s world tour by director Jan Raes. The concert will last from 5pm to 7pm. We also invite you to a post-concert buffet reception, where you will have the chance to meet the chief conductor, Mariss Jansons, as well as the members of the orchestra. The evening will conclude at 8.30pm.

Design by Lash Creative

The Royal Concertgebouw Orchestra is celebrating 125 years of outstanding musicianship in 2013 with a world tour covering six continents. The grand finale will take place on Sunday, 1 December 2013, at the Sydney Opera House.

Together with Louise Herron AM, Chief Executive of the Sydney Opera House, I cordially invite you and your partner to be our honoured guests at this special occasion.

A N I N V I T A T I O N

T O T H E R O Y A L

C O N C E R T G E B O U W

O R C H E S T R A

SYDNEY OPERA HOUSE, 1 DECEMBER, 2013A N I N V I T A T I O N

T O T H E R O Y A L

C O N C E R T G E B O U W

O R C H E S T R A

We enhanced and edited promotional videos to 30 seconds for each sponsor which was then played in sequence and looped throughout the entire VIP

event in both pre & post event areas.

Sales jumped by 400% during the first three days after the EDM was sent.

EDM

VIP event It was a fully booked-out event and a major success accompanied by wonderful speeches by the CEO of the Sydney Opera House, Louise Herron, The Dutch Consulate General, Willem Cosijn and the managing director of the RCO, Jan Raes.

It was also the first time in history that a country other than Australia was allowed to project their national country colour on the sails of the Sydney Opera House from 8.30pm till 01.00am.

We’ve created a very successful VIP event for the Sydney Opera House and ALL three concerts for Friday, Saturday and Sunday were completely sold out.

ROI for the client

“Lash Creative did a fantastic job to help drive business impact & ticket sales for the very successful Royal Concertgebouw Orchestra events. The results they delivered with their targeted Electronic Direct Mails and the

work around the VIP event (e.g. the sponsor video, the VIP invitation) exceeded our expectations and were very well received by both the audience and the sponsors. If you get the chance to work with these digital wizards, grab it!”

Julia Murphy, Campaign Manager, International, Sydney Opera House