A Night Less Ordinary

Arts Council England is the national development agency for the arts in England and acts as a champion for the arts, giving courage, confidence and opportunity to both artists and their audiences. A Night Less Ordinary is a new Arts Council England initiative, which will provide 618,000 free theatre tickets to anyone under 26 during 2009-2011. We won the business in a competitive pitch with the task to create a two-year strategy that would help persuade young people that the theatre is exciting, surprising, live and different - and establish it as an attractive entertainment option to cinema, gigs or a night in front of the TV. We developed an identity to champion the 'free' aspect of the scheme with a visual firmly establishing a link to entertainment and a live event. Then we worked closely with Arts Council England to establish a partnership package with the Metro - it's national reach proving to be the perfect vehicle to reach the unengaged target audience with a combination of editorial features and regular press and online advertising. As part of our overall strategy, we also proposed the use of celebrities to fully engage the target audience through their support and as an editorial hook. Our creative executions were designed to grab attention and drive traffic towards the website, a key touchpoint for the campaign. A digital toolkit for theatres was also developed as an easy-to-use resource pack that would support the campaign.

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