Glyndebourne in appeal to youth

The Glyndebourne Opera Company has turned to Taylor Herring PR - whose clients include MTV, Viz and comedian Jimmy Carr - to entice a younger crowd and arrest dwindling audience numbers.

The 70-year-old East Sussex opera house has hired its first agency to promote Tangier Tattoo, which promises a young cast, modern music, a racy storyline and reduced ticket prices.

'Traditional opera audiences are getting older. That's why Glyndebourne has appointed us,' said Taylor Herring account director Peter Mountstevens.

The agency will promote the show to style, youth, consumer, regional and national press. It opens on 22 October before embarking on a regional tour.

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