The challenge

With a $300+ million operating budget, the Met needed to break free of its elite audience perception and attract new audiences while still delivering on the expectations of longtime customers

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The solution

In collaboration with Carolyn London and London In New York a strategic brand positioning platform called THE VOICE MUST BE HEARD was born. We implemented modern, striking imagery, a recruitment initiative using celebrity talent, a print campaign and a dedicated website: thevoicemustbeheard.com.

 

A secondary initiative was developed to directly target younger audiences using a fashion related campaign called Last Night at The Met.

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The result

The Met benefitted within the year with the sale of 6,000+ additional individual tickets, a 10% year-over-year increase. The majority of new ticket sales came from first time opera goers.