• We presented the idea of a new style of raffle that would draw on the luxury Royal Opera House (ROH) brand and engage dedicated supporters
• Developed with the ROH team an ‘exclusive’ raffle style which was by invitation only, offering a once-in-a-lifetime prize experience with the Royal Opera House
• Supported ROH to launch a highly successful campaign with a mailing pack and online entry to maximise potential ticket sales

When assessing the repeated success of the well-established ‘Grand Draw’ annual raffle, this confirmed that ROH supporters engaged with high-end, high-value prizes. This really got us thinking! How could we use this knowledge to inject some new life into the ROH raffle campaigns? Drawing on this experience, and with the knowledge that ROH supporters are very committed and interested in their work, we knew there was a great opportunity to work together to create something special.

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.

We were absolutely thrilled when the response to the Royal Opera House Golden Draw was a roaring success! The unique prize appealed to their supporters, and the targeted messaging and branding made the invitation feel extra special, aligning perfectly with the Royal Opera House brand.

Now in its second year, the Golden Draw has generated an increase on year one in revenue and donations, proving the incredible prize package has an extended appeal to dedicated ROH supporters and members of the public alike.