The Underworld (Inferno, Hell) was the theme of a campaign. The advertising concept is based on the fact that the story takes place in a theatre in the Underworld sometime in the mid-19th century.

A VIP invitation was sent to 600 current and potential sponsors. Those who accepted the invitation received the programme a few days before the premiere. The VIP invitation and the programme were burnt for real to create an illusion that they had been sent from the Underworld. The graphic design was made to look like it was from the mid-nineteenth century. During the opening weekend, music from the operetta was played from the sewers around Stockholm. A tag was put on the sewer: Orpheus in the Underworld. Premiere Oct 2 & 3. Folkoperan.

There’s one place in the city that can represent the underworld: the sewers. And music (from the opera) piped up from the sewers got the right attention.

Results exceeded expectations. The premiere was sold out. 6 of 10 VIPs attended the premiere. 2.99% of the tickets were sold out for the whole performance period.