Selling opera: a simple message, delivered with the biggest impact

By Jo Taylor

SUMMARY

Jo Taylor found that when selling opera at Welsh National Opera (WNO) the simplest message, delivered with the biggest impact had great results without a huge price tag. This award-winning campaign achieved its objectives with a great rate of return and stood out as a creative and imaginative solution to a critical communications challenge.

WNO sells 80% of its tickets through direct mail so our brief was to create a mailing with real impact, capitalising on the emotional experience of attending WNO. Very simply, we mailed a pack of ten WNO branded tissues in the first class post to each booker, doorstepping the morning after they’d attended WNO’s La Bohème (one of the weepiest in the repertoire). The slogan ‘If WNO made you cry last night . . . ’, printed on each tissue, showed through the clear packet and was the first thing they saw when the packet dropped through their letterbox. Once opened, the tissues revealed details of Madam Butterfly and Carmen – our next two highly-charged, emotional productions.

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Audience development Campaign Communication Design Direct marketing Innovation Print

Resource type: Case studies | Published: 2013