2017 FESTIVAL MEDIA KIT Wexfordopera.com
66th Festival
19 October – 5 November 2017
IRELAND’S CULTURAL GEM A little south of Dublin, along the Irish east coast, you’ll find Wexford – home of the National Opera House and known internationally as the home of Wexford Festival Opera. The festival was founded by an ambitious group of local enthusiasts in 1951 and has since become a cultural crowning jewel for locals. Year after year, they have dedicated their time and talent to ensure that Wexford Festival Opera continues to be a leader of both national and international opera, praised by critics the world over. A location like no other, Wexford town is famous for its warm welcome and picturesque setting. During Festival time, the streets, pubs and restaurants come alive with an excitement that draws opera lovers back again and again.
PHOTO © GER LAWLOR
Since its birth, the festival has stood for a number of things: the highest quality productions, striking a balance between tradition and innovation, as well as being a champion of often-overlooked operatic gems. This trifecta has struck a chord worldwide. Last year alone we saw media publications from ten separate countries, including mentions in all of the key UK broadsheets. The Wall Street Journal referred to us as ‘Ireland’s Cultural Jewel’, and Frommer’s Guide listed us as one of the top three opera destinations in the world. These validations, along with our warm welcome, may help explain why over 38% of our patrons come from abroad. Thanks to an expanded festival program, including ShortWorks, recitals and concerts, attendance is expected to grow by over 30% in 2017, but our reach doesn’t end there. Due to our relationship with the European Broadcasting Union, our unique productions will reach millions of additional listeners in the US, Canada, Australia, as well as here in Europe. We have a history and heritage to be proud of, and we are committed to maintaining the values that have underpinned our success thus far. But though we look to the past for guidance, we also keep one eye on the future. Plans for tours, a spring season, and to make the most of modern media, are clear signs of our intent on opening the door to new and diverse audiences. We invite you to share in our ambition and discover the hidden gem that is Wexford Festival Opera.
ADVERTISING PLATFORMS
ADVERTISING PLATFORMS SEASON BROCHURE
SHORTWORKS PROGRAMME BOOK
Print Run 100,000 copies
Print Run 5,000 copies
The Season Brochure has all the Festival programme details as well as a dedicated Great Places to Stay, Great Places to Eat, Great Places to Visit and Great Places to Shop section. The brochure is printed in bulk (100,000 copies) and distributed throughout Ireland with 80,000 brochures distributed through the Irish Times Friday 22 September 2017 and 20,000 distributed domestically and in Dublin. This year’s main stage opera productions include Medea, Margherita, and Risurrezione.
The ShortWorks Operas are approximately an hour in length and take place across the 18 day Festival in Clayton Whites Hotel. The ShortWorks programme books are sold at Clayton Whites as well as the National Opera House Box Office. This year’s ShortWorks Operas include La Scala di seta, Dubliners, and Rigoletto. The ShortWorks programme is a good channel for opera/arts organisations, as well as restaurants, hotels, and health & beauty to promote offers during the Festival period.
The season brochure is a great tool for advertisers including hotels, B&Bs, restaurants, cafes, tourist attractions and shops. ONLINE
MAIN STAGE PROGRAMME BOOK Print Run 2,500 copies The Festival Programme Book is a high-quality piece of print collateral developed for the Festival audience, who look forward to reading it cover to cover every year. The programme book has all the event details of the Festival, cast and creative team biographies as well as news and stories. The programme book is one of the many benefits of the Friends’ Membership. The programme book is a great tool for advertisers including opera/arts organisations, hotels, restaurants, tourist attractions, retail and high-end brands.
Wexfordopera.com (150,000 visitors in 2016) and Nationaloperahouse.ie (175,000 visitors in 2016). Online visibility can be offered as part of a package or separately.
AUDIENCE PROFILE The attendee profile of the Wexford Festival Opera indicates 41% of festival goers were domestic visitors. 88% of domestic spectators were ‘Influenced a lot’ by Wexford Festival Opera to visit Wexford; 90% stayed overnight in Wexford during their visit – with 66% staying in paid accommodation. 83% of overseas visitors were ‘influenced a lot’ by the Wexford Festival Opera to visit Ireland, well above the average National Festivals Average. Overseas visitors spent an average of 8 nights in Ireland with 7 of those in Wexford. Just under 60% of overseas visitors stayed in hotels. The average spend of overseas visitors at the festival was just under €700.
Festival attendees exhibit a very clear age profile with 78% being over 45 years. While overall attendees show a female bias, overseas visitors are slightly more likely to be male (as in 2014 research). Participation in the previous 12 day festival was very strong with festival goers attending 4 days on average. 53% of overseas visitors attended 4 or more days of the festival. The extent of the visitor loyalty to the Festival is striking; 70% of overseas visitors have also attended the Festival in a previous year.
AUDIENCE ABC1 84% Domestic 41% Overseas 38% Local 22% Dublin 29% UK 25%
WHAT OUR AUDIENCE THINKS Wexford Festival Opera 2016: Reasons for Satisfaction Base: All attendees
Good quality
Nice to see new works/plays
Great for the area
Great people/atmosphere
Well organised/ professional
Entertaining/Enjoyable
Great variety/programming
Great surroundings/venue Excellent reputation
Confidential
Q.
Something for everyone
Good music
Fringe events Different
Lots to do & see
Lots of good acts/ entertainers/ shows/performers
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Why do you say that?
Wexford Festival Opera 2016: Verbatims “Love it: the music, and the atmosphere in the town.”
“Artists, sets production and orchestras are all amazing.”
“Wonderful productions.”
“Productions are excellent very professional.”
“Very very enjoyable See over 100 operas a year Irish people are friendliest in world Get to see operas here that you cannot see anywhere else.”
“The honesty of the participants. You learn things you do not learn elsewhere.”
“Love it, have been coming for years, very well run and people so friendly .”
“Musical standard extremely high. Unusual operas increase ones knowledge.”
“The expanded festival has made it a lot better.”
“Makes wonderful contribution ” “Fantastic for whole town. Rate it very highly.”
“Good experience could be more accessible , would like a more dedicated point of information.”
“The town looks great. People are enjoying themselves. Great income to the town..”
“The whole town is involved. The attendees are getting older though and will they be replaced?”
“Plenty to keep people entertained and events that are not too expensive.”
“It's on a world scale. Very intimate small town. Beautiful area, people are friendly, lots happening in town.”
“The calibre of performance. All prices are ridiculous for hotel accommodation at festival time..”
“It brings a lot of people to the town. Love the singing in the pubs and fringe events.”
27 Confidential
PHOTOS © PATRICK BROWNE
ADVERTISING GUIDELINES
SHORTWORKS:
La Scala di seta Dubliners Rigoletto
19 October–7 November 2017
26 October – 6 November 2016
65th Festival
GREAT PLACES TO STAY
GREAT PLACES TO VISIT
Ferrycarrig Hotel (Preferred Hotel)
Wells House & Gardens
(053) 912 0999 ferrycarrighotel.ie
Talbot Suites at Stonebridge (053) 912 2566 talbotsuites.ie
Artramon House (053) 915 9395 artramon-farm.com
Kelly’s Resort Hotel (053) 913 2114 kellys.ie
Monart
(053) 923 8999 monart.ie
Hook Lighthouse
(053) 918 6737 wellshouse.ie
Marlfield House Hotel (053) 942 1124 marlfieldhouse.com
Irish National Heritage Park (053) 912 0733 inhp.com
(051) 397 055 facebook.com/HookLighthouse
Wexford Lavender Farm (087) 068 6774 wexfordlavenderfarm.com
Tintern Abbey
Dunbrody Famine Ship Experience & Restaurant (051) 425 239 dunbrody.com
JFK Memorial Park & Arboretum
(051) 562 650
(051) 388 171
GREAT PLACES TO SHOP Newbay Country House (053) 914 6590 newbayhousehotel.com
Riverbank Hotel
(053) 912 3611 riverbankhousehotel.com
Maldron House Hotel
(053) 917 2000 maldronhotelwexford.com
Killiane Castle Country House & Farm (053) 915 8885 killianecastle.com
Charles Pierce Menswear (053) 912 2792 charlespiercemenswear.com
Rathaspeck Manor (053) 914 1672 rathaspeckmanor.ie
Moyglare
(053) 915 8618 moyglarelodge.com
Whitford House Hotel (053) 914 3444 whitfordhotelwexford.ie
| WEXFORD FESTIVAL OPERA 2016
Corcorans Menswear
Sherwood’s Pharmacy
Greenacres Fine Food Store
(053) 912 3787 westgatedesign.ie
(053) 912 2687 corcoransmenswear.ie
Rosegarland Estate (087) 247 8317 rosegarlandestate.com
Shoestyle
(053) 912 4536 shoestyleinternational.com
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Westgate Design
Murphy’s Jewellers (053) 914 6077
(053) 912 2875 mccabespharmacy.com
(053) 912 2975 greenacres.ie
BOOK ONLINE AT WEXFORDOPERA.COM |
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ADVERTISING GUIDELINES We want to help you market your brand as effectively as possible to our audiences, and so we have put together some advertising guidelines to help you do this. • Please ensure your advertising message is tailored to our reader. Our readers are opera lovers, culture vultures, international travellers, predominantly Irish, but also from overseas with high disposable income and a preference for luxury brands. Many travel to Wexford annually and have been doing so for years. They like to stay in hotels while here and enjoy the culinary delights on offer, as well as anything else that makes their time here more enjoyable and memorable. • If you are a hotel or restaurant or spa please include as much information as you can about your offers i.e. Overnight B&B Rates, Pre-Opera Dinner, Pampering Spa Deals (all applicable during the Festival). • If you are advertising for brand awareness, please tailor your advertisement to include an opera angle to appeal to our audiences. Good examples from previous advertisements are on this page.
WOMENSWE AR MENSWEAR H O M E P RO D U C T
9 9 B R AT H G A R R OA D R AT H G A R DUBLIN 6 (0) I 492 7 I 43 dublin@margarethowell.co.uk margarethowell.co.uk
+353
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INDeX OF ADVeRtIseRs
3
ADVERTISING GUIDELINES TECHNICAL DETAILS
FORMAT
Main Stage Programme Book
Full colour throughout, 115 gsm paper. Advertisements should be emailed to miles@wexfordopera.com. Please compress all files before uploading.
Full Page
(height x width)
trim 297 x 21 0mm (A4) bleed 307 x 220 mm live area 277 x 190 mm
Half Page
trim 133 x 190 mm
ShortWorks Programme Book (height x width)
Full Page
trim 246 x 183 mm bleed 252 x 189 mm live area 226 x 163 mm
Half Page
trim 106 x 163 mm
Season Brochure (Great Places) Lage image
86 x 36 mm
We prefer press-ready PDF files (NO crop or bleed marks please, all images saved as four colour process – no rgb images – and at a minimum resolution of 300 ppi), but will also accept Adobe InDesign or Illustrator files with all relevant support files and fonts included, or 300 ppi cmyk JPG, TIF or EPS files. Ads will not be accepted in Microsoft Publisher, Microsoft Word or other format not listed here.
Websites (Great Places)
Ads submitted for our website or digital screen display should be submitted in .jpg format and rgb colour (72 ppi, sized in pixels as per technical details specification).
450 x 450 pixels File to be provided in .jpg format (rgb) no larger than 400 kb
We will charge an additional fee to correct ads submitted which do you follow our specifications.
Provide business name, phone and URL
If you would like your ad created for you, please contact us for a quote. Please contact miles@wexfordopera.com for clarification on any ad preparation specifications.
Regular image 36 x 42 mm Provide business name, phone and URL
Digital Screen Ad 1920 x 1080 pixels File to be provided in .jpg format (rgb) no larger than 400 kb
ADVERTISING PACKAGES
ADVERTISING PACKAGES PLATINUM PACKAGE – €2,000 • Large image and listing in our Great Places section in our Season Brochure (print run: 100,000 copies, 80,000 of which will be distributed in the Irish Times 22 September 2017). • Image and link in on Wexfordopera.com (150,000 visitors in 2016) and Nationaloperahouse.ie (175,000 visitors in 2016) • Full page advertisement in our Main Stage Programme Book (print run: 2,500 copies). • Full page advertisement in our ShortWorks programme (print run: 5,000 copies). • Digital screen advert space in lobby of National Opera House throughout the 18 day Festival. • 1 Facebook post • 3 tweets GOLD PACKAGE – €1,000 • Regular image and Listing in our Great Places section in our Season Brochure (print run: 100,000 copies, 80,000 of which will be distributed in the Irish Times 22 September 2017). • Image and link in on Wexfordopera.com (150,000 visitors in 2016) and Nationaloperahouse.ie (175,000 visitors in 2016) • Half page advertisement in our Main Stage Programme Book (print run: 2,500 copies). • Half page advertisement in our ShortWorks programme (print run: 5,000 copies). • Digital screen advert space in lobby of National Opera House throughout the 18 day Festival.
SILVER PACKAGE – €500 • Regular image and Listing in our Great Places section in our Season Brochure (print run: 100,000 copies, 80,000 of which will be distributed in the Irish Times 22 September 2017). • Image and link in on Wexfordopera.com (150,000 visitors in 2016) and Nationaloperahouse.ie (175,000 visitors in 2016) • Half page advertisement in our Main Stage Programme Book (print run: 2,500 copies). BRONZE PACKAGE – €300 • Image and link in on Wexfordopera.com (150,000 visitors in 2016) and Nationaloperahouse.ie (175,000 visitors in 2016) • Half page advertisement in our ShortWorks programme (print run: 5,000 copies). DEADLINE FOR RECEIPT OF COPY Season Brochure Monday 17 July 2017 Main Stage Programme Book ShortWorks Programme Book Monday 14 August 2017 BOOK AN ADVERTISEMENT To reserve your advertising space contact Paraic Cullen on +353 914 2598 or email paraic@wexfordopera.com. Payment will be required in advance.