Arizona Opera

Email Campaign

Mission

Arizona Opera had a problem. Ticket sales were down, and traditional media was not having the same impact as in the past. A new marketing technique was needed to build awareness of each opera production during the season, and generate online and offline ticket sales. But how?

Tactics

Arizona Opera turned to Vilocity Interactive for help. Vilocity created a dramatic Email Campaign that included Flash presentations on each opera, much like movie trailers, designed to make opera more exciting and appealing to modern audiences. The campaign included working in conjunction with Ticketmaster, enabling recipients of the email messages to order tickets with a click.

Results

Arizona Opera's Email Campaign was met with rave reviews! Both new and existing patrons have praised the email messages and Flash presentations. Ticket sales are up for Arizona Opera -- online, phone, and box office. In fact, ticket sales now account for 70% of the Opera's operating budget – 20% higher than the nationwide average!

View Samples

2003
La Traviata
Hansel & Gretel
Salome
Elixir of Love
Tosca

2004
Pearl Fishers
The Mikado
Don Pasquale
Sweeney Todd
La Boheme