How  we  went  about  building  audiences  in  2016…for  the  pop  songs  of  1886

John  QuertermousHead  of  Marketing  and  Tourism

Rachael  LonerganHead  of  Strategy

How  do  you  innovate  and  build  new  communities  of  audiences  when  your  product  is  literally  a  hundred  years  old  or  more?

Opera  Australia  recently  turned  60

Source:  http://www.chaostrophic.com/

When  some  people  think  of  Opera,  they  think  of  this…

…when  they  could  be  thinking  of  this.

The  Challenge

Developing  a  communications  strategy  that  delivers  to  the  entertainment  needs  of  audiences  in  2016

When  we  said  we  love  Opera,  we  meant  it

In  order  to  evolve  communications  and  targeting  we  needed  to  prove  our  case

“Better  to  ask  for  forgiveness  than  permission”

Source:  ASkU Survey  Commissioned  August  2014  by  Foundation,  P18+,  n=236

Strategic  Insight  #1

#1  barrier  to  ticket  purchase  is  not  knowing  much  about  Opera

Only  5%  said  they  knew  a  lot  about  Opera

63%  were  willing  to  learn  more

Traditional  “arts”  style  marketing  by  title,  assumes  prior  

knowledge

#2  barrier  to  ticket  purchase  is  perception  of  ticket  price/value

47%  happy  to  spend  $150  or  more  on  a  single  concert  ticket  for  other  entertainment  options

72%  would  be  happy  to  receive  tickets  to  the  Opera  as  a  gift

Strategic  Insight  #2

Source:  ASkU Survey  Commissioned  August  2014  by  Foundation,  P18+,  n=236

Price  perception  tied  up  with  concern  about  value

The  opportunity  for  OA

Begin  acting  as  an  entertainment  brand  rather  than  an  “arts  company”

Deliver  high-­‐value  experiences  and  make  them  accessible  to  as  many  ticket-­‐buyers  as  possible

Celebrate  audiences  and  generate  social  proof  that  helps  deliver  ticket  sales

New  positioning  :  Sydney-­‐style

Then Now

It  takes  an  optimised  digital  eco-­‐system…

The  risk  is  paying  off

In  testing,  digital  creative  for  “experiences”  works  as  well  or  better  than  title-­‐led  creative  in  converting  to  ticket  sales

We’re  attracting  more  first-­‐time  Opera  goers  than  ever  before

44%  of  the  audience  at  Carmen  in  2016  were  new  to  Opera  Australia

Interest  in  Opera  as  a    special  “night  to  remember”  is  increasing

Visits  to  the  Handa Opera  on  Sydney  Harbour website  are  +80%  in  past  2  years

“Last  Night  at  the  Opera”  

Thank  you