As part of its artistic initiative to develop new, diverse audiences, Arizona Opera presented the stunning mariachi opera, Cruzar la Cara de la Luna. Partnering with leaders from the Hispanic community, we developed a number of initiatives and community outreach programs, a massive PR campaign, and advertising efforts to expand into this new market. Multiple "Viva La Opera" segments were created in partnership with Univision, to educate audiences on opera and give behind the scenes glimpse into the art form, resulting in a 2014 "Emmy" nomination.
Lectures, cultural festivals, sponsorships and tours were developed in anticipation of the performances. We developed and executed the entire bilingual marketing plan, from demographic analysis and targeting, messaging and advertising creative to all media buying, PR and social media campaigns.
Results were phenomenal, with sales for Cruzar breaking all national records including productions in Houston and Chicago. Ticket sales in Arizona represented a 38% increase over previous years' sales. These new audiences were then cultivated for future performances, as they now had discovered the opera and wanted to attend the remainder of the season. Over 35% of these new audiences continued on, purchasing tickets for the remaining 4 productions of the season.