BLO 2020/21 Season Launch

Boston Lyric Opera announced its 2020/21 Season in March of 2020 shortly before the coronavirus pandemic swept through the country. At the time, BLO planned to perform Madama Butterfly, The Fall of the House of Usher, Hansel and Gretel, and Champion: An Opera in Jazz. Over the next couple months it became evident that the Season would not continue as planned and a new Season was organized over the summer. In early September, a reimagined 2020/21 Season was announced introducing operabox.tv, The BLO Street Stage, a digital film of The Fall of the House of Usher, an operatic miniseries titled desert in, and more.

With employees working from home and most patrons out of offices, away from performing spaces, and not attending events, BLO relied heavily on a digital campaign to stay connected with the community. The social media and email campaign from the original 2020/21 Season launch prepared the less technology focused audience for moving fully digitally.

Social media featured sneak peeks of the Season artwork prompting the audience to guess what operas were coming and engaging more actively with Instagram and Facebook stories as patrons posted their guesses. The announced Season featured a graphic combining all the shows into an engaging and powerful image. While plans for the fall remained uncertain, it was important to continue promoting the Season knowing that Subscriptions could be refunded or turned into valuable donations if the performances changed. The final change to the Season was announced via email and social media with a rainbow gradient and looking ahead to exciting new offerings.

BLO's 2020/21 Season Announcement was sent to recent Subscribers on March 5, 2020. It was segmented to reach the different levels of Subscribers and promote the Early Bird Discount to each group. It was sent in advance of announcing the Season to the rest of the email list.

BLO's 2020/21 Season Announcement was sent to the full email list on March 6, 2020.

This is a 2020/21 Subscription sales push to the email list. It was sent on April 24, 2020 to the whole email list. A separate segment prompted Subscribers to renew for this Season.

This 2020/21 Subscription sales push sent on April 27, 2020. In tumultuous times, BLO sent out emails prompting an investment in the company through a Subscription or a donation rather than just focusing on Subscription sales.

After cancelling two productions in Spring 2020, BLO re-planned the entire 2020/21 Season. This email was sent to the entire email list in several segments on September 9, 2020. Subscribers who already signed up for the Season where pushed to update their subscription and those who had not signed up received this version of the email.

This email was a last call for the Early Bird sale. It was sent on December 1, 2020 and included a prompt to buy a Digital Subscription as a gift.

This email went to Digital Subscribers to welcome them to to the platform. This was sent October 23, 2020. There is an additional push for the new Vocal Auditioning Basics course.

You may also like