Situation: Vogue World London celebrated the performing arts with a diverse range of performances, including opera, ballet, dance, and Shakespearean renditions, complemented by a live orchestra.

Brief: We collaborated closely with the National Theatre, appointing two of their team members as our director and producer, under the guidance of Stephen Daldry. Our efforts also involved partnering with esteemed institutions such as Rambert, the Royal Opera House, and the Southbank Sinfonia orchestra, alongside actors, performers, and models.

Objectives: Our primary objective was to showcase the richness and diversity of London's arts scene while supporting its vital institutions. Through our collaborative efforts and diverse performances, we aimed to raise awareness and funds for various non-profit arts organizations in London, ultimately culminating in the successful fundraising of over £2 million.

The concept behind Vogue World London was to intricately weave together various performing art mediums into one spectacular showcase. While celebrating global fashion, our aim was also to illuminate the significance of London's vibrant art scene. The reduction in government funding for the arts in the UK risks extinguishing the diverse array of entertainment that has been synonymous with London and has driven the culture for centuries. Our mission was to shine a spotlight on this rich cultural tapestry and underscore its profound importance in shaping the identity of this city and contributing to global culture.

We created Vogue World for our global Vogue audience as well as a carefully curated group of cultural leaders—from musicians, actors, and dancers to arts patrons and royals—alongside a diverse array of individuals deeply passionate about fashion, culture, and the performing arts. The superlative level of featured talent combined with broad-based promotion ensured we’d capture the attention of a rarefied, highly influential audience as well as a wide swath of culture-lovers of every kind from around the globe.

Our 2023 marketing campaign spanned a robust four months of comprehensive and impactful outreach. Communications prominently featured both the venue and the stellar lineup of talent right from the outset. An initial press release on May 31st launched a meticulously phased campaign encompassing paid and organic social media initiatives as well as promotion across our owned and operated platforms in both the UK and the US.

We ensured widespread exposure by targeting all email lists and directly reaching out to colleges, high-net-worth individuals, and brand contacts. Noteworthy additions to our out-of-home (OOH) advertising initiatives included the deployment of 250 half-wrapped London taxis from mid-July to mid-September. Throughout our campaign, we dropped Vogue World London ads showcasing unexpected collaborations such as Victoria Beckham appearing alongside the Mayor of London on a bus, (symbolizing both fashion and civic engagement) and Naomi Campbell, showcasing her ballet skills alongside the esteemed Rambert Dance Company.

We quickly sold out the Theatre Royal at Drury Lane and ultimately raised over £2 million. This entire sum was distributed among more than 30 esteemed Performing Arts organizations and nonprofits throughout London. Moreover, Vogue World London garnered extraordinary global attention, with an impressive 93 million combined video views, 2.9 billion social media impressions, and a staggering 149 million TikTok search video views.