Vancouver Opera: There's a monster in all of us

This case study describes the Vancouver Opera's campaign that doubled ticket sales with a new, relevant opera, Stickboy.

Vancouver Opera: There's a monster in all of us

DDB Canada / VancouverVancouver Opera

Situation analysis

Overall assessment

Make Opera Relevant Again.

Like many art institutions, Vancouver Opera's (VO) funding and patrons are literally dying off and it needed to attract new audiences to survive. Vancouver is home to a thriving creative class which actively support local culture and avant-garde events; however the Opera was not seen as modern, nor was it being attended by this audience. Ticket sales were in decline season over season.

To revive the experience offered and increase ticket sales from a younger demographic, VO...

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