PARIS: International landmark The Paris Opera, best associated with
the legendary Phantom of the Opera, has appointed external PR support
for the first time, in a bid to improve its image.
Bates France has won the brief to develop an image boosting campaign for
the opera house concentrating initially on radio publicity.
The main aim is to raise the opera house's profile in France and
internationally plus the handling of publicity for the opera 2001-2002
season, which starts in September.
Thomas Lauriot Prevost, the institution's director of operational
marketing and PR, said external PR support was needed to help fill the
capacity of the opera house, which has more than doubled with the recent
construction of a second opera house located at Place de la
The opera house now has 800,000 seats to fill a year instead of
Christian Depange, the Opera director of communications, said they are
also aiming to attract a younger, more diverse audience to the
Depange said: 'Our initial brief was to identify our target audience,
get to know it better and then put into place various programmes to
allow us not only to increase the size of our public and encourage it to
return, but also rejuvenate it. Plus bring in new and different kinds of
people who otherwise may never have thought of spending an evening with