The Metropolitan Opera of New York City

Over the past 10 years, my firm has worked with the Metropolitan Opera to grow new audiences and change perception.  With a $300+ million operating budget, the Met needed to break free of its ‘elite audience’ perception and attract new audiences while still delivering on the expectations of longtime customers.

An example of one of our initiatives is the iconic “The Voice Must Be Heard” campaign. A strategic brand positioning platform with striking images, a recruitment initiative using celebrity talent, a print campaign and dedicated outreach.

The Met benefitted within the year with the sale of 6,000+ additional individual tickets, a 10% year-over-year increase. The majority of new ticket sales came from first time opera goers.