Many Deloitte Ignite visitors have not engaged with the Deloitte brand before, and certainly not in this kind of environment. The Festival focuses on media outside of the Deloitte 'norm‘ such as social media networking sites like Facebook, YouTube and Twitter, reaching a diverse audience and challenging them to engage with the Royal Opera House and Deloitte. Each Deloitte Ignite festival is advertised in free London papers, reaching young professionals, and in broadsheets, reaching a corporate audience, as well as securing press coverage in national arts and business pages.
Audience engagement is of key importance to the Royal Opera House. At the outset of our partnership, Independent qualitative research in 2006 showed 26-35-year-old professionals are under-represented, just 16% of Royal Opera House audience. The majority of Deloitte UK employees are in this age bracket. Deloitte Ignite 2009 counted 40% attendees between 26-35-years old and 31% in 2010 -a real success in reaching out to the community.