Welsh National Opera (WNO) enjoys strong turn out at its performances, but with the credit crunch nibbling at leisure spending, it decided that ongoing marketing activities could do with an extra push. As such, WNO asked Proctors for help to rekindle passions dormant, targeting opera-goers who hadn’t indulged in the past 12 months.
The Proctors response
The WNO autumn programme featured two classic love stories – La traviata and Madam Butterfly – so a theme of enduring passion seemed a perfect fit.
Personalised communications invited opera-goers to rediscover their love of opera. A letter ‘from’ John Fisher, the WNO’s Director was supported by a lavish DM invitation, fully personalised with the details of the recipient.
A theme of enduring passion framed plot synopses and a special ticket discount, and though we're still awaiting metrics on the project's success, we know WNO's marketing department was very pleased with the creative supplied.