A new micro site, built by Graphico for the Royal Opera House appeals to those who've not experienced a visit to the Royal Ballet or Opera before.
The Family Performances micro site is designed to ensure that the online experience of first time visitors - to both the website and the theatre - puts them at ease and enhances their visit to Covent Garden, making it inspirational, educational, welcoming and enjoyable.
Sophisticated CRM techniques have been employed to target schools, families and community groups who, while they may have experience of the Linbury and Clore Studios at Covent Garden, have yet to attend a performance on the main stage.