Teatro Opera Roma

By Giammaria Parisella, Giorgia Parisi, Roberta Salvia, Francesca Verini

Academic year

2023/2024

Inspired by the Teatro dell'Opera di Roma, the students created a campaign to approach a new target group: the under-35s, made up of Gen Z and Gen Y, who are currently very far from the theatre.

Students worked on three integrated campaigns: an institutional campaign, a summer season ticket campaign and a winter season ticket campaign. The key word identified by the students is “drama”, a trend that captures the attention of young people. There is a form of entertainment that reaches the pinnacle of drama, an area in which the Teatro dell'Opera di Roma specialises: THE OPERA. This has made the Teatro dell'Opera di Roma the DRAMA QUEEN par excellence for 144 years. The students worked on a total rebranding, with painstaking attention to every detail: from the language, defined as “operese”, to social campaigns, from gadgets to stickers for instant messaging apps.