Transcript Folie 1 - Opera Europa

Communication Concept
The Opera Europa Digital Platform
March 2015
ARTE G.E.I.E.
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STRASBOURG
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11 SEPTEMBER 2014|
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CONTENTS
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Ahead of the launch
Communication concept of ARTE for the launch
What we expect from you!
Coordination
ARTE G.E.I.E.
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STRASBOURG
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13 MARCH 2015 |
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COMMUNICATION AHEAD OF THE LAUNCH
 Name of the platform withheld until 7 May Press conference and press
mailing, but reports explaining the process and the project allowed before
then in specialised professional press.
 ARTE will prepare a common press release; with a common base, and each
partner can personalise parts. Annex with detailed fixed programme for the
first few months.
 ARTE will develop a communication concept for a 1 month launch period of
the project if possible supported by campaigns in some of the partner
countries;
 Coordination of various communication plans will be done by Opera
Europa.
ARTE G.E.I.E.
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COMMUNICATION CONCEPT FOR A 1 MONTH LAUNCH
ARTE
Heike Huntebrinker
Chargée Communication et Sponsoring
ARTE G.E.I.E.
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1. Autopromotion – On Air and Online
ARTE will promote the project on its own media channels
for the launch campaign:
Launch campaign (1 month)
 On-air trailer
 Web prerolls
 Announcement by moderators in Opera emissions
 Teaser on the ARTE Homepage
Permanent campaign
 Teaser on the ARTE Concert Homepage
 On Air announcement to related events
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Autopromotion - Social Media, Newsletter, ARTE Magazin
Social media
ARTE has 2.1 million Facebook fans and 490.000 Followers on
Twitter. ARTE will support the project on its social media
channels during the launch period.
Newsletter
ARTE has a weekly Newsletter with 60.000 contacts. ARTE will
highlight the project in the May newsletter issue.
ARTE Magazin
ARTE distributes the German print magazine ARTE Magazin
with 160.000 copies per month. It reaches on average 610.000
readers per month. The ARTE Magazin will cover the project in
its June issue.
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2. Press Communication
ARTE will send a press release in French and German in every German- or French-speaking country for the
launch of the project: Germany, France, Switzerland, Belgium, Austria.
The partners will be asked to translate the press release in English, Italian, Spanish, Polish and other
languages if possible.
ARTE will send a press release in French and German every time a new opera goes online and will provide
the press release in English, Italian, Spanish and Polish.
ARTE G.E.I.E.
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13 MARCH 2015 |
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3. Creative Kit
ARTE will develop a creative kit for the campaign in 6 languages (EN, FR, DE, IT, ES, PL), which can be
used by the partners for a campaign in their own country.
Logokit
 Coloured Logo in different formats (CMJN, Pantone, RVB)
 Black/white logo in different formats
 Styleguide for the use of the logo
Print Formats
1/1 4C for launch campaign (FR+DE+EN)
1/3 4C horizontal for launch campaign (FR+DE+EN)
Open Indesign
documents for editing in other languages.
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Creative Kit (cont.)
Online Formats
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Standardized texts for Google Adwords in 6 languages (EN, FR, DE, IT, ES, PL):
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Display banner in 5 formats and 6 languages (EN, FR, DE, IT, ES, PL):
120x600
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160x600
300x250
468x60
728x90
Standardised Facebook Ads and Twitter Ads in 6 languages (EN, FR, DE, IT, ES, PL)
Facebook
Twitter
Video Content
Trailer for the project in FR and DE
ARTE G.E.I.E.
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4. Paid Online Campaign & Partnerships
Launch campaign (1 month) developped by ARTE
 Target group : People interested in classical music
 Communication zone: EN, FR, DE, IT, ES, PL
 Communication channels: Adwords, Display banners, Facebook ads
 ARTE will ensure the coherence of the campaign in 6 language zones (EN, FR, DE, IT, ES, PL) during
the launch period.
Partnerships
 ARTE will negotiate visibility for ARTE Concert and the project with its own partners in France and
Germany.
 Opera Europa will negotiate visibility with its own partners across Europe.
 Member houses are encouraged to do the same.
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4. Overview Communication Concept
Owned Campaign
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ARTE
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Opera Europa
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Opera Houses
On-air trailer
Web prerolls
Announcement by moderators
Teaser on the ARTE Concert
and ARTE Homepages
Tweets and Posts on the
Social Media network of ARTE
Integration in the newsletter
Article in the ARTE Magazin
Press releases
Teaser on the Opera Europa
Homepages
Tweets and Posts on our
Social Media network of
Opera Europa
Integration in the newsletter
Press releases
To be defined
Earned Campaign
Paid Campaign
Creative Kit (Logo, Print,
Online, Video)
Media partnerships in France
and Germany
Launch campaign of 1 month
(EN, FR, DE, IT, ES, PL)
Communication channels:
Adwords, Display Banners,
Facebook Ads
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Media partnerships in
specialised press around
Europe
Influencers within our social
network
To be defined
To be defined
To be defined
ARTE G.E.I.E.
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WHAT WE EXPECT FROM YOU!
To promote through the following channels:
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On your own websites
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E-newsletter, mailings
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Social media
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Print; Performance programmes, event flyers, season brochures…
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Press; come with a journalist to the Launch in Madrid on 7 May
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Communicate with your ‘local’ media contacts, including bloggers
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Events build around the platform: screening, public access consultation of the platform
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COORDINATION OF ALL CAMPAIGNS
 Opera Europa will guarantee the information exchange about local campaigns of every opera
partner.
 Opera Europa will coordinate analytics of all campaigns.
 Luke to create coordination documents for press, partnerships and paid communication plan.
 ARTE will be “brand guardian” to ensure consistency in design and message.
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We are looking forward to discussions!
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