Attracting new opera enthusiasts
In advance of the company’s 30th season, Austin Opera (formerly Austin Lyric Opera) brought us on to build awareness and interest, especially among the next generation of opera-goers. When Austin Opera hired new executive director Annie Burridge from Opera Philadelphia, we secured several features in the local media on Burridge, including in Austin Way and in the Austin-American Statesman, which directly led to a $1 million endowment from local philanthropists.
What We Did
With Austin’s many new residents from New York City, San Francisco and Chicago, we saw the opportunity for an influencer engagement program targeting these metropolitan transplants who are used to having access to many cultural options. In addition to comping tickets to select influencers in exchange for social media postings, Cultivate recently executed on an alliance with Neiman Marcus, in which the store is showcasing a costume from the upcoming production of Madame Butterfly and Austin Opera is marketing that to its database.
In less than a year of working with us, Austin Opera has received 62 million media impressions—and that’s with only three full productions and a single one-night only production. Other initiatives include ramping up their social media and helping them to secure partnerships with other like-minded organizations in town.