Branding Opera Idaho

It's opera, and it's Idaho was the challenge of this new brand campaign. When this campaign launched the Opera was looking for younger audiences. These audiences saw the Opera as old and uninviting. Therefore, this campaign needed to bring an element of edginess to their brand.

During this season, Opera Idaho featured two maneaters; Nosferatu and Carmen. This was a fitting pair of performances to bring an irreverent approach to communicating to this younger audiences. Using fun deadline driven materials, displayed on Java Jackets and Posters in coffee shops around town, The Opera attracted a good showing of first time Opera goers and increased season ticket sales by more than 15%.