Opera marketing

Last night was an important day for the Estonian National Opera. Finally they have got the point how real entertainment marketing is made. Although Estonian National Opera has its keen fans and loyal customers, their big dream has been that opera would spread to masses and it would be more popular.

Last night the Estonian National Opera and Estonian Television merged their forces and broadcasted a premiere of a light comedian opera emotionally fed into every Estonian: “The Love for Three Oranges” on two different channels. ETV showed the live performance on stage and ETV2 did live broadcast 1 h before, during and after the show. Estonian National Opera got their fame for musical theatre and Estonian Television had the chance to promote their ETV 2 channel, which has not reached masses yet, using it to broadcast the most interesting behind the scenes part.

The best part is that it did not come out stiff and boring, as to be expected. It was lively, interesting, full of good emotions and what’s most important: showed the side of the opera singers usually kept in vain: a very humorous and humane side. I’m not a big opera fan myself, but this was just a pure pleasure. And those who are afraid that showing a premiere on TV would reduce the ticket sale are totally wrong. Singers are made into the starts, everybody wants to see for themselves and the atmosphere described made even me wanna go and buy opera tickets for an upcoming season. It was a brilliantly conducted image campaign.

Brilliant, just brilliant.