The Metropolitan Opera

The Metropolitan Opera hired Situation in 2022 to lead their advertising strategy and bring our digital-first insights to multi-channel marketing plans.

Our goal was to reach new audiences across New York City in order to build significant awareness of the return of the Metropolitan Opera for the 2022-23 season. Using the data-backed insights of our digital expertise team, we developed a 360 advertising strategy across print, out of home, radio, television, and of course digital.

Balancing institutional messaging with opera-specific messaging is a key component of our strategy here, building brand recognition among newer audiences, while simultaneously keeping frequent attendees informed of the latest titles returning to the Met stage.

This campaign is ongoing, so final results are still several months away, but the Met has seen a massive increase in first-time attendees to the opera over the past three months. As part of a season-long strategy, we are currently working to increase repeat visits and build long-term loyalty among these new audiences.