Video Rewind: Canadian Opera Company revamps online approach

The Canadian Opera Company wants to prove its audience is more than a bunch of the stereotypical, stodgy old fops gazing at the stage froma balcony through a pair of viewing binoculars – and its using the Internet to do it.

In our story today, the Toronto-based opera house describes how it’s using the new online name-your-price service PriceWhispers.com to hook up a younger crowd with good seats to the next show. Buying tickets online and negotiating a price for them is right on target with how a younger demographic, raised on eBay and Craigslist, prefers to shop for things.

Related Story: Ballet, Opera master the art of discount sales with PriceWhispers

It hasn’t been that long since the company decided it would focus on moving more of its sales online. Working with Delvinia Interactive, the opera saw its entire Web presence and strategy revamped to target a specific, techno-savvy audience. Here’s our feature video on that project from March of 2010:

Read the feature: Canadian Opera Company busts stereotypes

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