IMC Campaigns

Not Your Grandma’s Opera

“Not Your Grandma’s Opera” was done in partnership with the Pittsburgh Opera for the IMC Agency Senior Capstone at Point Park University. For the course, the class had to create an entire IMC plan and present it to the client. The client’s goals were to raise awareness about the opera and dispel any misconceptions about it.

More specifically, Pittsburgh Opera wanted a campaign for their discounts- “20-Something Tuesday” and “Cheap Seats” (which is their student/ college faculty discount.) The students in the class were split into two groups: one for each discount. I worked within the 20-Something Tuesday group.

The theme that was chosen, “Not Your Grandma’s Opera”, was an idea of my own design. The campaign featured inside of the 20-Something Tuesday section, “Myth v. Truth”, was also designed and the examples inside were created by myself. The campaign was designed to be general, so the client could use it in multiple instances.

This campaign was a finalist at the Pittsburgh PRSA Renaissance Awards in January 2024.