Independent brand and design agency The Accompany Group has developed and created the brand and marketing assets for Opera Australia’s 2024 season.
As the nation’s largest performing arts company, Opera Australia has been inspiring audiences for 70 years. The acclaimed company brings outstanding programs and performances to stages around the country, attracting local and international attendance.
With new artistic leadership and a shift in programming, Opera Australia is positioning itself as an inclusive and accessible opera company for the 21st Century that celebrates innovative artistic endeavours to reach and attract new audiences for future growth.
Each year Opera Australia’s highly anticipated season announcement is centred around the release of its key piece of collateral, produced by Accompany, the beautifully designed subscription brochure, which reflects both companies’ commitment to design excellence and creative expression.
“We set out to convey the emotion of the genre and ensure the new season creative executions make audiences believe that the experience will be emotionally rewarding and uplifting, as well as demonstrate that this programme has something to offer for everyone” said Linda Jukic, founder and executive creative director at Accompany.
“We conceived, art directed and collaborated with renowned photographer Georges Antoni to create a series of symbolic and striking images to bring to life the season’s productions and shape a suite of campaign assets that are both arresting and memorable and demonstrate a shift in programming”.
“Each photograph is a visual in itself. Composition, lighting, styling and expressions finely developed and directed. It is intentional that each photograph has its own quality and tempo to distinguish it and set it apart” said Jukic.
The 2024 subscription brochure and marketing campaign materials by Accompany are primary engagement and sales assets for existing opera subscribers as well as new customers. It aligns with a 360-degree advertising campaign in print, online, social and outdoor media to drive single-ticket sales for the season.
“Since 2017, Accompany has been Opera Australia’s brand and marketing partner and we are delighted to continue the association this year. Using our audience insights, Linda and the Accompany team enable us to rethink and push the boundaries of how we approach marketing in our sector. Their input in developing our key marketing visuals help us bring to life the vibrant line-up of productions programmed for 2024, keeping our existing opera audiences excited, as well as developing new and future ones has been invaluable” Simon Meilak, director of marketing and communications, Opera Australia said.
“Our incoming Artistic Director Jo Davies has programmed a vibrant line-up packed full of dramatic and musical thrills, balancing the traditional, the well-known and the brand new. It demonstrates our commitment to Australian creative voices and developing and showcasing Australian talent alongside the very best international performers,” said Meilak.
