Opera singer backstage

It may have been Currie’s ninth year promoting Australia Post’s sponsorship of Oz Opera’s regional tour, but we were taking nothing for granted when the tour bus set out for Queensland, the Northern Territory and Western Australia in July 2011.

The remote nature of the tour and the fact that La traviata was less well known meant we had to work closely with local media in each location to generate plenty of coverage.

Giveaways, a radio news release and a concerted effort on the phones helped Currie to post record results for Australia Post – 17 clips per location to be exact, with 62 per cent mentioning Australia Post as principal sponsor of the tour.