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
’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
’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.