Promoting The Met

I love the print advertising for The Metropolitan Opera, and stop to appreciate it every Sunday when browsing the Arts section of the NYT. 

The ads follow a simple pattern:

ONE: a large, dramatic photograph from the featured production. 

TWO: a text overlay with a call-out like "ELECTRIFYING" plus composer, title and descriptive notes about the performance.

THREE: a wide strip across the bottom with information about other performances this/next week.

FOUR: a narrow band at the very bottom with starting ticket price, web site URL, phone number, how to listen via Sirius XM.

The ads sing loudly in the emotional language of opera (Fortissimo photography from performances) and quietly in the language of direct marketing (Pianissimo scheduling, ticketing, pricing information).

These layouts are very adaptable - not only for print - but as web pages, transit advertising, posters and large-format banners at Lincoln Center and maybe more. 

The current season's ads (2021-2022) are consistent with those of the past few years - and maybe a little longer.

A case study on design firm Pentagram's website shows a very similar layout as part of a brand identity renovation package they did with designer Julia Hoffmann in 2006. 

From that rebrand, The Met Opera got its present logo (shown above), type set (Baskerville and Avenir), color palette, etc.

That year, they also re-started the street campaign tactics that are still in use today.

According to a quote from The Met Opera's marketing director at the time, the update resulted in the largest single day of ticket sales in the history of the organization. 

Here is a link to the case in Pentagram's portfolio.

It's a great example of an in-house client team, agency partner and solo designer working together to create work that lasts.