Scarcity has long been a key tool for marketers. In the midst of lockdown. with theatres shuttered, the unique power of the shared experience of performance is particularly poignant.

The pandemic has also bought with it a fundamental reappraisal of how consumers spend their time and money, A moment which is being underscored by Covent Garden’s world-famous Royal Opera House (ROH) which has launched its first TV campaign for three years, in partnership with Sky Media  

The campaign’s creative was developed by Sky’s commercial production team, while media planning and buying was handled by Altair Media. It will run across Sky Arts, Channel 5, Sky Atlantic, Sony Movies and more 

The twenty-second spots feature dynamic, fast-paced cuts from some of ROH’s upcoming performances, including 21st-Century Choreographers, La bohème and Sleeping Beauty. 

Terry McGrath, director of audiences and media at the Royal Opera House, explained: “We’re incredibly excited to once again be re-opening our doors after one of the most challenging years in our history. We can’t wait to bring life back to our stages and the joy of live performance back to our audiences, and I am proud that our ongoing partnership with Sky and Altair Media will enable us to present the very best of ballet and opera to new audiences as we look ahead to the new Season.

Notably the campaign call to action ‘Watch in the theatre or online’ is delivered towards the end of the ad, pointing viewers to ROH’s website, where they can purchase tickets to physical performances or online streams.

Digital platforms have been key to increasing the accessibility of the theatre and the arts to audiences. In the midst of the pandemic Sky made the channel free for everyone and brought performances beyond the theatre walls and into audiences’ homes.