1 Communication Concept The Opera Europa Digital Platform March ARTE G.E.I.E. | STRASBOURG | 11 SEPTEMBER 2014| PAGE

CONTENTS  Ahead of the launch  Communication concept of ARTE for the launch  What we expect from you!  Coordination 2 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

COMMUNICATION AHEAD OF THE LAUNCH  Name of the platform withheld until 7 May Press conference and press mailing, but reports explaining the process and the project allowed before then in specialised professional press.  ARTE will prepare a common press release; with a common base, and each partner can personalise parts. Annex with detailed fixed programme for the first few months.  ARTE will develop a communication concept for a 1 month launch period of the project if possible supported by campaigns in some of the partner countries;  Coordination of various communication plans will be done by Opera Europa. 3 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

COMMUNICATION CONCEPT FOR A 1 MONTH LAUNCH ARTE Heike Huntebrinker Chargée Communication et Sponsoring 4 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

1. Autopromotion – On Air and Online ARTE will promote the project on its own media channels for the launch campaign: Launch campaign (1 month)  On-air trailer  Web prerolls  Announcement by moderators in Opera emissions  Teaser on the ARTE Homepage Permanent campaign  Teaser on the ARTE Concert Homepage  On Air announcement to related events 5 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

Autopromotion - Social Media, Newsletter, ARTE Magazin Social media ARTE has 2.1 million Facebook fans and Followers on Twitter. ARTE will support the project on its social media channels during the launch period. Newsletter ARTE has a weekly Newsletter with contacts. ARTE will highlight the project in the May newsletter issue. ARTE Magazin ARTE distributes the German print magazine ARTE Magazin with copies per month. It reaches on average readers per month. The ARTE Magazin will cover the project in its June issue. 6 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

ARTE will send a press release in French and German in every German- or French-speaking country for the launch of the project: Germany, France, Switzerland, Belgium, Austria. The partners will be asked to translate the press release in English, Italian, Spanish, Polish and other languages if possible. ARTE will send a press release in French and German every time a new opera goes online and will provide the press release in English, Italian, Spanish and Polish. 2. Press Communication 7 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

3. Creative Kit ARTE will develop a creative kit for the campaign in 6 languages (EN, FR, DE, IT, ES, PL), which can be used by the partners for a campaign in their own country. Logokit  Coloured Logo in different formats (CMJN, Pantone, RVB)  Black/white logo in different formats  Styleguide for the use of the logo Print Formats 1/1 4C for launch campaign (FR+DE+EN)1/3 4C horizontal for launch campaign (FR+DE+EN) Open Indesign documents for editing in other languages. 8 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

Creative Kit (cont.) 9 Online Formats  Standardized texts for Google Adwords in 6 languages (EN, FR, DE, IT, ES, PL):  Display banner in 5 formats and 6 languages (EN, FR, DE, IT, ES, PL): 120x x x x60 728x90  Standardised Facebook Ads and Twitter Ads in 6 languages (EN, FR, DE, IT, ES, PL) FacebookTwitter Video Content Trailer for the project in FR and DE ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

4. Paid Online Campaign & Partnerships Launch campaign (1 month) developped by ARTE  Target group : People interested in classical music  Communication zone: EN, FR, DE, IT, ES, PL  Communication channels: Adwords, Display banners, Facebook ads  ARTE will ensure the coherence of the campaign in 6 language zones (EN, FR, DE, IT, ES, PL) during the launch period. Partnerships  ARTE will negotiate visibility for ARTE Concert and the project with its own partners in France and Germany.  Opera Europa will negotiate visibility with its own partners across Europe.  Member houses are encouraged to do the same. 10 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

4. Overview Communication Concept 11 Owned CampaignEarned CampaignPaid Campaign ARTE On-air trailer Web prerolls Announcement by moderators Teaser on the ARTE Concert and ARTE Homepages Tweets and Posts on the Social Media network of ARTE Integration in the newsletter Article in the ARTE Magazin Press releases Media partnerships in France and Germany Creative Kit (Logo, Print, Online, Video) Launch campaign of 1 month (EN, FR, DE, IT, ES, PL) Communication channels: Adwords, Display Banners, Facebook Ads Opera Europa Teaser on the Opera Europa Homepages Tweets and Posts on our Social Media network of Opera Europa Integration in the newsletter Press releases Media partnerships in specialised press around Europe Influencers within our social network To be defined Opera Houses To be defined ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

WHAT WE EXPECT FROM YOU! To promote through the following channels:  On your own websites  E-newsletter, mailings  Social media  Print; Performance programmes, event flyers, season brochures…  Press; come with a journalist to the Launch in Madrid on 7 May  Communicate with your ‘local’ media contacts, including bloggers  Events build around the platform: screening, public access consultation of the platform 12 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

COORDINATION OF ALL CAMPAIGNS  Opera Europa will guarantee the information exchange about local campaigns of every opera partner.  Opera Europa will coordinate analytics of all campaigns.  Luke to create coordination documents for press, partnerships and paid communication plan.  ARTE will be “brand guardian” to ensure consistency in design and message. 13 ARTE G.E.I.E. | STRASBOURG | 13 MARCH 2015 | PAGE

14 We are looking forward to discussions!