Launching Australia’s first Opera festival.

Learn more about this project

Challenge

Gertrude Opera is an independent company established in 2008 presenting opera-as-theatre with local and international established professional artists and creative teams.

On their tenth birthday, Gertrude Opera committed to launching the inaugural Yarra Valley Opera Festival (Australia’s only opera festival) with the help of Ellis Jones.

Our aim, through the promotion of Gertrude Opera’s vision and offering, was to foster connection with residents and businesses in the Yarra Valley and Dandenong Ranges to ensure an unforgettable and holistic experience for festival-goers.

In addition, our aim was to introduce the Yarra Valley Opera Festival as a new landmark international event in Australia’s rich arts and cultural landscape.

Response

Core to the success of generating media coverage and attracting new interest and ticket sales was the creation of a value proposition and marketing messages that appealed to both opera goers and first-timers.

Working with Gertrude Opera, we developed festival marketing messages and identified the target audiences.

We undertook media relations: pitching and lead management for three media opportunities to generate coverage in arts, lifestyle and events media.

A social strategy was created to deliver coordinated content across Facebook and Instagram to reach targeted audiences.

Google Search Marketing was put in place to ensure those searching for opera, festivals or new experiences close to Melbourne would discover the Yarra Valley Opera Festival.

Outcomes

A curated media list was identified and approached for a media call to attend dress rehearsals for a preview, resulting in television coverage on ABC news including interviews with performers and Festival Founder and Artistic Director, Channel 9 news, The Age, Sydney Morning Herald, Canberra Times and various local news outlets.

We secured coverage in over 15 online and print media outlets, including Time Out, Broadsheet, Concrete Playground, Arts Hub, Cutcommon, and ABC Radio, with performers and the festival founder invited into the studio for a live interview.

Journalists were secured to attend performances to review in print and online outlets.

The festival gained inclusion in relevant event listings including Visit Victoria and Visit Yarra Valley.

Social media raised awareness and drove engagement, with all activity heavily converting to ticket sales.

$568k

worth of media coverage gained, including a televised interview on ABC news and articles in over 15 online and print media outlets