Taking opera to the masses
We were a key partner in Project Puccini, an epic undertaking by Opera Queensland to train 384 people in eight cities to sing in the chorus of La bohème. First we had to persuade people to audition. So we hijacked Valentine’s Day, handing out cards to encourage people to find a new love (the love of singing).
Then we had to get people to buy tickets, so we secured hundreds more media stories and produced a documentary, which was shown on national TV and in Parliament. 800 people auditioned and box office targets were smashed. OperaQ’s web traffic went up 49 per cent and Facebook average weekly reach up 47 per cent. We were shortlisted for three national awards and was highly commended in CommsCon ‘Best consumer campaign’ category.