Glyndebourne Opera House Appoints HeyHuman

HeyHuman has been appointed by Glyndebourne, one of the world’s great opera houses to inspire and attract a new audience for opera.

HeyHuman’s first campaign will support Glyndebourne’s 2015 Festival. Founded in 1934 by John Christie, Glyndebourne has maintained its reputation for creating exceptional opera for over 80 years. Its acclaimed annual Festival runs from May to August and attracts artists and audiences from around the world to its home in the glorious Sussex countryside. The 2015 Festival includes an enticing mix of firsts and favourites, from the UK premiere of Donizetti’s Poliuto to Bizet’s Carmen, one of the most popular operas of all time. 

HeyHuman’s campaign follows extensive data work to identify and define new audience opportunities, geographical hotspots and new media channels – through focussing on people’s wider interests and behaviours. “Be part of an extraordinary performance” aims to create awareness of the total Glyndebourne experience to a new generation of attenders by attracting, immersing and involving people in Glyndebourne’s original and out of the ordinary details, which make visiting the Festival so unique.

It was created by HeyHuman’s Creative Group Heads Alison Brushfield and Nick Frearson and will also run on print, outdoor and online channels.

George Bruell, Director of Communications at Glyndebourne, said: “Although our ethos from the beginning has always been to allow the unique and extraordinary experience of the Glyndebourne Festival to speak for itself, we are continually looking for ways to inspire new audiences and secure Glyndebourne’s future for the next generation. HeyHuman’s rigorous data and behavioural approach to finding and appealing to these new attenders was exactly what we needed to communicate the Glyndebourne experience to these new audiences.”

Jossy Pilgrim, Planning Director at HeyHuman, said: "We’re excited to be working with Glyndebourne in 2015. Not only from the chance to tell such an exceptional, unique and rich story but also in the knowledge that the work will inspire a new generation of people to enjoy the magic of Glyndebourne."