‘Newfoundland Gets It’ aims to make opera accessible

Ray's new campaign for St. John's opera company aims for accessibility

Opera on the Avalon and St. John’s agency Ray have launched “Newfoundland Gets It,” a new campaign designed to squash stereotypes and raise awareness for the opera company.

Targeted to professionals aged 30-40, the campaign’s creative employs modern language and plays on universal themes such as death, love and betrayal to get the message across that opera is neither elite nor stuffy.

Taglines from ads promoting the company’s productions of A Midsummer Night’s Dream and La Boheme say, “Women falls in love with sweet ass. Just like any other night on George Street” and “Love, despair, poverty, intermission, illness, death.”

“To goal is to make opera not seem so scary,” said Cheryl Hickman, artistic director at Opera on the Avalon. “Especially in a market like St. John’s, which is a very musical market, people are not always used to this type of art. They’re a little afraid to see live opera because they’re afraid of translation or there won’t be anything they can understand, and we solve all those problems. It’s to let people understand that we’re here and accessible for all ages and all audiences.”

Elements of the integrated campaign include print, radio, outdoor, transit, and online ads, along with social media promotion. Both the media buy and PR are being handled in-house.

Hickman said this is Opera on the Avalon’s biggest marketing campaign to date and since the campaign launched last month, box office sales are up.

“Newfoundland Gets It” will run until June 16.

Brands Articles

BMO unveils first campaign from Y&R

A new, employee-built tagline is designed for Canadian and U.S. markets

Supermarket chain battles criticism over World War I ad

Sainsbury's four-minute television spot depicts the 1914 Christmas Truce

Best Buy posts unexpected sales gain, prepares for holiday deals

Best Buy CEO: Holiday deals will be more "balanced and targeted" this year

Frank & Oak gets into home decor with Etsy collection

Menswear retailer experiments with handmade home goods

Ford Canada hits the streets of Montreal in new web series

Brand focuses on one of the most important small car markets: Montreal

Dairy Farmers of Canada and W Network’s cheesy campaign

Holiday effort from m2 targets ‘zestfuls’

Target Canada focuses on holiday sales, then its future

Signs of improvement outlined in the company's third-quarter report

Metro boosts Q4 profit, revenue and same store sales up

Montreal retailer posts $115.6-million profit

Kiip launches white label loyalty solution for brands

Platform helps marketers offer specialized rewards for new or loyal users