UTAH OPERA
Research showed that potential opera customers were often more interested in a romantic evening out than in the actual music. Based on this insight, we developed a “point of romance” marketing strategy, combining Utah Opera advertising with things people already associated with romance, like evening wear, hotels, and romance novels.
Year-over-year ticket sales increased more than 20% the first year of the campaign, and more than 15% the second year.
Kyle Curtis 