How Palm Beach Opera turned a struggling free opera
series into a sell-out phenomenon.
You think that selling out a free performance would be easy, right?
Well, perhaps you wouldn’t if you were Palm Beach So, in the beginning, much of the marketing for the
Opera. OOiOH (as they are affectionately abbreviated) was
the same as for the mainstage operas. This
Background information. would include using much of the same visual
elements on postcards, ads, the website, etc.
PBO regularly presents lavish Attendance was less than expected but that
performances of grand opera in wasn’t too much of a suprise being that this
the gorgeous (and large) Kravis was a new series.
Center in West Palm Beach, FL.
The next season, Palm Beach Opera tried
A couple seasons back, Maestro a bit of a different marketing approach.
Bruno Aprea had an idea to present The visuals on the marketing collateral
free opera performances in an materials were the same as the mainstage
intimate theater located in the center operas but different images were used on
of the city’s most popular shopping ads and signs. The new images chosen
and dining area. Thus, the One Opera were simply photos that were related to
in One Hour series was born. the performances. For example, a wine
bottle for L’Elisir d’Amore and a bust of
Each performance is quite literally one Beethoven for the four hour Beethoven
hour in length and features a relaxed, Marathon. Still, not much luck in getting
abridged, semi-staged performance that sold-out crowd.
of a popular opera. Sounds good,
right? Well, here comes the caveat:
the performances are at 9:00 PM. Let’s identify the problem.
PALM BEAC
H OPERA PRES
ONE OPER ENTS:
A IN ONE HO
LA TRAVIA
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TA
This might not seem so bad until Palm Beach Opera’s main oversight was
by GIUSEP
PE VERDI
MARCH 1,
2008 | 9:0
you realize the core opera-going thinking that the same demographic that
0 PM
demographic in Palm Beach County PALM BEA
CH OPE RA
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attends the mainstage operas was going to
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.PBO
which is very much skewed to older individuals a t t e n d OOiOH performances. The mainstage
PERA .ORG
(perhaps even more so compared to the rest of the performances are on a big stage with sets, costumes,
country). Also take into account that Palm Beach big-name singers, and full of the spectacle that is
Opera’s most popular performance date is the opera. OOiOH features no sets, no orchestra, very
Sunday matinee. Their second most popular date is few props, and is much more intimate and modern.
the Monday matinee. Yes, you read that correctly: Two very different experiences can’t be marketed
MONDAY matinee. the same way to the same group of people.

So, what is the magic marketing solution?
CeciCreative worked with Palm Beach Opera to create a
cohesive and different marketing campaign for the 2008-
2009 OOiOH performances. A bold, modern image was
He’s the guy yo created with edgy tag lines for each opera designed to
ur engage the viewer.
mother warned
Opera can be daunting to those who are not familiar with it.
you about. The tag lines in the new marketing campaign immediately
cull the story line into one manageable bite-sized piece
that is easily understood by all. The modern photos show
the exact opposite of what most people think opera looks
PBO_giovann
i_postcard.in
dd 1
1/13/09 6:27
:28 PM like. No ladies with horns and spears here!
Think This eye-catching new design was carried through all
marketing channels such as advertising, website, e-mail
you had ay marketing, signs, and collateral. Palm Beach Opera also
wedding d added a cash bar before the performance to add a more
fun atmosphere.
drama? 2/11/09 4:56
:47 PM Palm Beach Opera consciously went after the people who
ostcard.indd
1
WEREN’T already being engaged by their mainstage
performance marketing. It just so happens that this is also
PBO_nozze_p
the core demographic that they intended to reach for the
Do you believe OOiOH series.
in love at
first sight? Did it work?
The success of the OOiOH series was immediately
visible with large crowds that grew with each of the three
From top: Don Gi
PBO_boheme_pos
tcard.indd 1
ovanni, Le No
performances.
zze di Figaro, La Bo
hème
1/23/09 8:21:37
AM
The moral of the story.
CeciCreative Always know to whom you are marketing. Also remember
that the same marketing won’t engage everyone in the
412.523.8861
same way.
info@cecicreative.com
www.cecicreative.com
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