INTRODUCING THE NEW VOICE OF OPERA

To stem declining attendance, Glimmerglass Opera needed to engage their core audience and attract younger patrons for the next generation of this great summer opera festival. Drawing on qualitative research, interviews and surveys, we leveraged key insights to refine the brand position to reconnect with recent audiences and build new audience segments.

Glimmerglass’s position as the world’s premier summer opera festival – surprising, engaging, intimate and unpretentious – is eloquently expressed with the line,  “where the world stops to listen.”  The striking and emotional new brand identity captures the progressive and celebratory spirit of the festival. And our messaging presents Glimmerglass as a one-of-a-kind destination to experience inventive musical productions and soaring talents in a delightful and relaxed atmosphere.