The Royal Ballet and Opera (RBO) has named the creative agency Hope&Glory as its strategic planning and creative development agency ahead of its new season.
The agency will work closely with the theatre company’s in-house team and was appointed after a competitive pitch process.
It has been tasked with crafting a new narrative platform to connect with those who are “culturally curious”, audiences who have not discovered the power of the ballet and opera.
“In Spring 2024, we rebranded the organisation as the first step in a broader journey of brand reappraisal,” said Sophie Wybrew-Bond, chief commercial officer at Royal Ballet and Opera.
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“This next chapter is focused on deepening our connection with culturally engaged audiences and forging even stronger partnerships with commercial collaborators. While the RBO name carries strong recognition, our ambition is to move beyond awareness and foster a genuine sense of connection. That’s the exciting work we’re now embarking on with the team at Hope&Glory.”
The platform will support a series of integrated activations across the 2025/2026 season.
Jo Carr, co-founder and chief client officer at Hope&Glory said: “Briefs like this don’t come around very often: a chance to take a world-class arts organisation and reimagine how it shows up in culture to become more meaningful to a greater number of people.
“We’re excited to help RBO tell its story in a way that’s engaging, and impossible to ignore. Those who experience it, love it. Now, it’s time to bring more people into that fold.”
