So our approach to their marketing takes its inspiration from the publishing world, where a strong, simple, graphic approach to a cover will engage buyers visually, but it’s the synopsis on the back that often clinches a purchase. Consequently, all campaigns now lead with the stories (rather than a title only likely to mean something to opera lovers), and clarify that each production is either sung, or translated, into English, with tickets available for every production from only £12, to appeal to new and younger audiences, who may previously have concluded opera was not for them.