The firm will handle media relations as well as help develop the strategic direction of the Opéra de Montréal. Alain Labonté Communications won the business based on its prior work promoting various cultural events and nonprofits.
“People might think that classical music is not as sexy as, say, Madonna,” said Alain Labonté, president of the Montreal PR firm. “But we have to find a way to present the opera in a sexier fashion, because it can be much sexier than people might first think.”
To do that, he said his firm aims to create “teaser” events throughout the city to promote the opera's productions. He said the other goal is to communicate the fact that the opera isn't just about music, but also world-class dance and theatre.