Folkoperan’s business is financed 50% through sponsorships from companies and private individuals, and 50% from ticket sales revenues. Folkoperan is dependent on attracting current and potential sponsors to the premiere gala, and also needs to have an overall high level of ticket sales, yet has a modest marketing budget. Against this background we were asked to develop communication solutions that really have an impact on sales. Also, with respect to expression and tonality, create advertising that affected the target group. The overall objective was to sell 85% of the tickets, and have 40% of the invited VIP’s attend the premiere.

Leading up the premiere, two DM pieces were sent within a couple of weeks. Rather than sending the traditional announcement of the time and place for a premiere, the idea was to announce a time and place for a personal rendez-vous with Don Giovanni himself.

1) A pink rose was sent to selected people with a personal greeting from Don Giovanni to meet him.

2) The programme was in the format of Don Giovanni’s address book (with authentic telephone numbers to women in the performance) and was sent to people who accepted the invitation. Tickets were included with personal greetings from Don Giovanni.

50% of the invited VIPs came to the premiere. Overall, sales exceeded all expectations and amounted to 103% bookings, which meant that extra seats in the aisles had to be arranged for many performances.And what’s very unsual – the programme book won praise from reviewers as well as the opera!