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Opera Australia
Opera, Sydney-style

RAN IN: Australia

CLIENT
Opera Australia

John Quertermous, Head of Marketing and Tourism
Georgia Rivers, Executive Producer

AGENCY
Foundation *Lead Agency

Rachael Lonergan, Head of Strategy
Liz Wigmore, General Manager
Erin Mason, Account Executive
Jack Dellecoste, Account Coordinator
Sarah Hallett, Account Manager
Lily Wu, Senior Digital Account Manager


SUMMARY

The planning period for Opera Australia’s 2015 Summer Season in Sydney was fast approaching and something had to change. Speaking to the same audiences with the same messages wasn’t working anymore and YOY audience declines were beginning to bite. Taking a risk with research paid off with some game-changing insights that led to a new messaging approach and a focus on the experience of “the most impressive night you can have in Sydney”.
 
First enacted in the 2015 Summer Season, by 2016 this strategy was delivering audience gains and positive ROI.

CASE STUDY

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CASE VIDEO


Classification: National

Language: English