Met Opera

Reaching a broader audience (beyond diehard opera enthusiasts), including young professionals as new audience members

One way to generate the awareness among young professionals is to target market segments consisting of University Students and Tourists

Rationale:

* 'Catch them young' so that they can be converted into Opera Buyers earlier (if they can relate to and enjoy the experience). At the same time, they can start influencing buying behavior of people around them earlier.

* Students enrolled in the higher study programs in US universities generally would come under an income class (once they move to the working-class) that would be less sensitive to the cost attached with the Opera experience. Most of the foreign students come here for specialized studies (Business and Management, Engineering and Life Sciences) and end up in well paying jobs-primarily in the US itself.

* For foreign students and tourists, the US is a new country and Opera would be one of the many new experiences and they would be open to trying it. Every year US gets close to 600,000 foreign students. Just 10 countries -- India, China, South Korea, Japan, Canada, Taiwan, Mexico, Turkey, Germany, and Thailand --accounts for about 60 percent of all foreign students. It is a new, broadening and enriching experience for eastern people. It provides a true sense of luxury with a distinct social experience attached to it and if the awareness makes them open to try Opera once, they might become permanent audiences (as has two of my University friends who visited Opera for the first time for this case and visited thrice since then)