Getting people excited about the opera.
And into seats.
The Atlanta Opera faced the challenge of updating their online brand and making it relevant to new, more diverse audience segments—especially the city’s rapidly growing young adult population.
I led a team of designers, animators, and illustrators—often scattered across the nation and varied by season or even by performance—to create a new immersive, multi-media-rich Atlanta Opera experience. Visitors to the Atlanta Opera website were exposed to unique opera vignettes—inspired by movie trailers and film websites—each with specific performance information, imagery, and music. And from anywhere in the site visitors could “Listen to the Opera”—an application that allowed them to preview music from each of this season’s upcoming performances.
The website made a special effort to reach out to both the novice opera-goer and the experienced aficionado. The site’s “Plan a Night at the Opera” answered first-time expectations, explained opera etiquette, and gave creative and fun opera night ideas. Veteran opera aficionados could learn more about special events and the many ways they could support the opera, online and off. The site also emphasized the Opera’s unique role in the Atlanta community, both in its outreach to children and adults. And an interactive opera glossary and a quiz about upcoming shows made learning about opera fun and engaging.
The opera leveraged promotions in mixed media—radio, TV, print, email, and online—to promote their online redesign. This marketing, reinforced by the website’s new engaging design, ease of use, and stickiness, drove previously unprecedented traffic to the site—a 200% increase in traffic over the first three months following the website’s launch.