A multichannel sales campaign: The Savonlinna Opera Festival

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An impressive marketing campaign was targeted at the regular visitors to the Savonlinna Opera Festival.

The visitors were encouraged to book their tickets for the new productions of the summer by leading them into the world of opera with a concept offering experiences.


The recipients were sent an imposing, targeted postcard and a personal code giving access to the campaign web site. The site created images of the Finnish summer, nature and atmosphere of the festival using sound and pictures. A link to the ticket service was provided to let customers book their tickets.

The combination of a printed product and electronic marketing resulted in a very personal service for the opera festival visitors. Management of a customer relationship with attention to its lifecycle requires efficient targeting of marketing communication: the right messages must be sent to the right target group at the right time.