Opera Australia is broadening its appeal to new audiences by marketing and delivering an exceptional cultural experience.

This talk was recorded live at the Australia/New Zealand Tessitura Regional User Conference (ANZTRUC) in Sydney in 2016.

One of the newer challenges of marketing arts and culture is the general public’s increasing lack of familiarity with the work and artists presented on our stages, in our halls, and in our galleries. Still, for many, the experience of attending a cultural event retains a hint of magic, an aura of specialness. As marketers, can we expand our audiences by recognizing and responding to these trends?

"Without changing the product, we’ve changed what we sell.  …we’re following the customers. They are way ahead of us, already using our product to fulfil needs we haven't considered, never mind promoted."

Pop-up foyer bars add to the experience by allowing patrons to socialize before the show and during intermission.

Georgia believes that we're entering a new era for arts marketing and shares examples of how Opera Australia is adapting by marketing the experience to reach wider audiences. Click on the play button above to watch the talk.