Royal Opera House Magazine

We created the world’s most beautiful opera and ballet magazine – and a lot of ticket sales

Our brief

We’ve been working with the Royal Opera House since 2004 as publisher of their quarterly magazine for over 30,000 friends and patrons. The magazine is a key benefit for members of this world-renowned institution, providing insight and inspiration for opera and ballet enthusiasts. But it also has to deliver commercially, building loyalty, ticket sales and other forms of support.

Our solution

We’ve created a premium arts magazine that attracts a discerning audience and luxury advertisers.  We commission a ‘who’s who’ of cultural critics to write for the magazine – including the BBC’s James Naughtie, The Times’ Debra Craine, and the editor of Opera magazine, John Allison. Original photography brings the glamour and athleticism of opera and ballet gloriously to life.

Each issue includes a full listing of the quarter’s performances at the ROH, as well as behind-the-scenes access to the extraordinary people, skills and ideas behind them. The magazine also showcases the Royal Opera House’s extensive outreach work, covering initiatives with schools, communities and young people.

The results

Ticket purchases influenced by the magazine and its accompanying Season Guide, also produced by Immediate, account for the majority of the Royal Opera House’s box office sales.

  • 84% of readers book additional tickets after reading the magazine
  • 112,000 tickets per year sold to performances heard about exclusively in the magazine
  • Friends renewal rate stands at 86%
  • Winner, Most Effective Travel & Leisure Title, APA awards


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