Skip to main content

Gangs, epic lovesickness, mistaken identities and dodgy marriages – Vancouver Opera's 2011/12 season highlights the human condition at its most extreme. But rather than rely on traditional opera shorthand (cursive script, roses, words like "sizzling" and "sensual") to get the message out, the VO has teamed up with the ad agency Taxi Vancouver to lure that ever-elusive "younger audience" to their shows.

How? Two new ads, which have run in newspapers and in restaurants, promote "gondola bungee jumping" and a "new superfood" – lamb testicles – as a way to raise opera's hip factor. According to Taxi's creative team, "Vancouver's full of young people who pride themselves on their sense of adventure. They're 'try anything once' types, whether it's unusual food, extreme sports, or going to see an obscure art exhibition. After all, how do you know you don't like [the opera]if you've never tried it?"

(Click here to view at full size)

Story continues below advertisement

Doug Tuck, director of marketing and community programming for Vancouver Opera, has another motivation. "The campaign shows that we have a sense of humour (and we do!) and it explodes the myth of opera being conservative and out of reach."

Apparently, not everyone gets the new campaign. One commenter on a marketing website at first thought the "gondola bungee jumping" was a new ride at Whistler.

Report an error Editorial code of conduct
Comments

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff. Non-subscribers can read and sort comments but will not be able to engage with them in any way. Click here to subscribe.

If you would like to write a letter to the editor, please forward it to letters@globeandmail.com. Readers can also interact with The Globe on Facebook and Twitter .

Welcome to The Globe and Mail’s comment community. This is a space where subscribers can engage with each other and Globe staff.

We aim to create a safe and valuable space for discussion and debate. That means:

  • Treat others as you wish to be treated
  • Criticize ideas, not people
  • Stay on topic
  • Avoid the use of toxic and offensive language
  • Flag bad behaviour

Comments that violate our community guidelines will be removed.

If your comment doesn't appear immediately it has been sent to a member of our moderation team for review

Read our community guidelines here

Discussion loading ...

Due to technical reasons, we have temporarily removed commenting from our articles. We hope to have this fixed soon. Thank you for your patience. If you are looking to give feedback on our new site, please send it along to feedback@globeandmail.com. If you want to write a letter to the editor, please forward to letters@globeandmail.com.