With an ageing audience, Opera Queensland needed to attract new and younger opera fans within South-East Queensland. Working with a very small budget, we needed to engage with potential new opera fans and drive opera attendance.
Even for rusted-on theatre lovers, the opera can be seen as intimidating and inaccessible. However, the one thing that does excite potential audiences, especially women, is the glamour of the opera and the chance to dress up.
Through a branded partnership with Southern Cross Austereo, we created a unique consumer promotion to build intrigue and democratise opera. Listeners were offered the chance to win an ultimate night out including VIP opera tickets, dress hire, dinner and 5-star accommodation. To truly cut through the radio airwaves, co-branded commercials were recorded by Opera Queensland stars delivering the distinctive sound of opera at a time of year more synonymous with retail sales and Christmas carols.