Baltimore Opera Company

Adworks, Inc. *Lead Agency

In a targeted direct mail campaign, ADWORKS created two pieces which invited a younger audience (and a segment of people who had never tried opera) to sample a season of classics at the Baltimore Opera Company. The creative strategy aimed at making people feel that opera was approachable. Our media strategy used direct mail to talk to two very specific segments, a younger group interested in cultural activities but who had never before tried opera and a second group who has either attended opera previously or were known music lovers. The results were that every goal was met including 18% revenue increase and a 41% increase in single ticket sales revenue, more than double the objective.