Culture brand partnership with Opera North
The problem
Opera North produces incredible, nationally-acclaimed shows, and yet, they struggle to attract new audiences. They wanted to target mainstream audiences, with little-to-no engagement in the culture sector, but in order to do so, they needed to dispel misconceptions and overcome objections.
The insight
Internationally acclaimed? 50% Off? These messages didn’t resonate with the core 25-44 market we wanted to reach. We know that two-thirds of our readers say they’re ‘culturally curious’ but the standard wasn’t going to cut it, we needed to go beyond the press release to tap into their FOMO and show them what they were missing.
The solution
Surprise and delight was the name of the game. We did the opposite of traditional culture advertising by creating informative, short-form content that non-traditional audiences would love and would pique their curiosity. We worked closely with Opera North to create a conversion experience that wouldn’t be a barrier to entry. And our favourite moment? The popup opera in the Northern Monk Refectory – the moment a performer stood up, slapped her co-performer in the face, and the performance was on! (As well as uplifting ticket sales by a third).
The results
The client was overjoyed. Not only did we reach their target audience, but we captured data that allowed them to remarket to them – and 79% of sign-ups had never engaged before, so we knew we’d effectively delivered new audiences.
Plan your advertising campaign
If you are exploring advertising in Manchester, Leeds or Yorkshire, our team can help develop a campaign tailored to your audience and objectives. Speak to our team about reaching engaged readers across the North of England