Data, Campaigns and Audience Growth

Data, Campaigns and Audience Growth

— how Opera Australia are adapting

Pre-pandemic, Opera Australia started to conduct research to uncover the real reasons their audiences are attending their events. And how to turn that intelligence into marketing campaigns that expand their audiences further.

Based on the insight that’s come out of this research, Georgia will talk about why arts organisations need new marketing strategies after the pandemic; how to come up with a unique strategy, using market research to uncover new market segments; understanding why customers are attending, and using that insight to create new campaigns that show how the arts fulfil a variety of human needs.

What will I gain?

— Insight into how Opera Australia are making the live experience essential for their audiences

— Understanding of when to adapt or completely change your marketing strategies

— An understanding of how data-informed decision-making can lead to better audience relationships

This session will be recorded and included in the Access All Areas Pass.


Georgia Rivers | Marketing Director | Opera Australia

Georgia has held senior marketing, producing and board roles for high profile arts companies in Australia and the UK, including Opera Australia, Australian Chamber Orchestra, Sydney Opera House, Sydney Symphony Orchestra, Sydney Philharmonia Choirs, Music at Oxford and Aldeburgh Music/Snape Maltings.