English poet W.H. Audin once said, “No good opera plot can be sensible, for people do not sing when they are feeling sensible.”
But as the New Orleans Opera deliberated on how to market its 75th anniversary, they needed a “sensible” approach.
The opera discovered its audience was made up in part by a more tech-savvy demographic, which included people who were abandoning cable and opting to stream video online. So the opera partnered with WWL-TV and incorporated the premium platform to deliver traditional commercials to these hard-to-reach, non-traditional consumers where they’re active online.