Renée Fleming | Lyric's new ads reach out to the wary

Chicago Tribune

10 September 2011

Lyric's new ads reach out to the wary

Lyric's new ads reach out to the wary

By John von Rhein | View PDF

Lyric Opera of Chicago is pumping more passion into its sales pitches.

It's also spreading that passion into local nooks and crannies where opera is regarded — if it's regarded at all — as an exotic foreign language.

In an aggressive new advertising campaign set to launch across the metropolitan area this weekend, the company is going all out to attract the attention of people who have resisted experiencing opera in the flesh.

"Long Live Passion" is the rubric for a series of tongue-in-cheeky ads splashing Lyric's name across billboards, in bus shelters, in selected newspapers and magazines, and over the Internet — places where few folks would expect to come across drum-beating for opera.

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