Brown Lloyd James in Welsh opera PR role

The Welsh National Opera has called in Brown Lloyd James to create

a ’hotter, sexier’ image to rival opera events and companies like

Glyndebourne and the English National Opera.

Brown Lloyd James, founded last September, is running a widespread

national press and TV campaign for the Welsh opera as well as targeting

the editors of arts pages.

The one-year PR programme will focus on the opera’s personalities such

as musical director Carlo Rizzi, famous performers such as Willard White

and publicise tour dates in a bid to boost attendance and attract

sponsors.

’The Welsh National Opera has a reputation for being original and a bit

avant-garde,’ said Sir Nicholas Lloyd, one of the agency’s three

founders.

’We want to show what a marvellous job it does for the public without

the enormous sums of money the Royal Opera House has got.’

The Welsh opera is the latest is a raft of wins for Brown Lloyd James,

which was founded by Lloyd, a former editor of the Daily Express, Howell

James, ex-political secretary to John Major, and Lord Lloyd-Webber’s US

publicist Peter Brown.