OPERA COMPANY GOES AFTER FIRST TIMERS
By Adnews Staff
The Canadian Opera Company is trying to expand its audiences. The organization launched a Toronto-area print campaign late last month that targets people who have never been to the opera, as well as opera buffs. The full-page ad promotes the Salome and Elektra operas. They tell the story of each opera in detail, the history of the opera and opera anecdotes, past and present. They also offer tips to first-timers on what to wear, when to applaud and how to follow the action. The headline for Salome says "Hey! This isn't what I ordered!" There is a picture of the head of John the Baptist on a silver platter. The ad for Elektra starts with "Menendez boys, listen up." It goes on to suggest that Elektra could have shown Lyle and Erik Menendez how to collect the insurance money early. The campaign was created by Ranscombe & Co. of Toronto.