Mirroring the Royal Opera House beautiful brand, the prize would offer a once in a lifetime experience that would appeal to passionate supporters of the Royal Opera House. The raffle would be by invitation via Direct Mail to the charity’s most committed supporters, offering an ‘exclusive’ feel. In order to maximise potential ticket sales, the ability to enter online would also be made available. The pricing strategy was also reviewed, proposing a higher priced raffle ticket to increase exclusivity and desirability.
The Royal Opera House team, supported by our Client Account Management and Raffles team, created a campaign theme that could be adopted across all marketing collateral, social channels and promotional merchandising; including a dedicated microsite for online supporters to access information and purchase their golden ticket.
And thus, the Golden Draw was launched! The raffle echoed the elegance of the brand by giving supporters the chance to win a luxury prize package for two people, including an opera or ballet performance of their choice from the Royal Opera House.