Setting the stage for a new era of opera

If Opera
'Discovery Membership' Campaign

Setting the stage for a new era of opera

If Opera
'Discovery Membership' Campaign

Although marvelled by many, opera is an art form that is somewhat misunderstood. And that’s exactly what Westcountry ensemble company If Opera is trying to change through its new ‘Discovery Membership’ – with a show-stopping campaign required to launch the initiative and inspire audiences to open themselves up to opera.

The Project

To change the narrative, we first needed to compel audiences to sign up and take their seats. Our ‘First times define a lifetime’ concept not only reinforced the emotional themes of the genre, but the significance of exposing yourself to new experiences – so audiences were encouraged to embrace this magnificent art form. Expanding into everything from postcards to social posts and website assets, this campaign resulted in a 25% membership uptake in the first few weeks, setting the stage for an entirely new audience.
Campaign | Copywriting | Design | Social

“Working with Shine has been one of the highlights of my time at If Opera. The creative spirit of the team is so energising, and I look forward to every conversation with them - I know they will inspire me to think differently and more imaginatively about the work we are doing."

Honour Bayes – Marketing and Publicity Manager, If Opera
Inspiration, founded on traditional values
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