The hills are alive with the sound of Aubergine

Opera North has partnered with Leeds-based PR and content agency Aubergine to deliver a targeted influencer campaign for its summer musical The Sound of Music, which opened on 9th July at the Grand Theatre in Leeds.

Aubergine, founded by former journalists, is working with Opera North to create a series of story-led content moments and bespoke influencer collaborations in the lead-up to opening night.

The agency also worked to secure 10 top tier influencers to attend the show itself, designed to spotlight The Sound of Music as a major cultural moment for Leeds this summer and drive ticket sales.

The focus of the project has also been around showcasing the scale, magic and cross-generational appeal of the production through engaging digital storytelling.

Elizabeth Simmonds, brand and communications lead, Opera North, said: “When we met the Aubergine team, their passion for the arts, theatre, social media and media relations really shone through. We have been so impressed with the work they've been doing for Harewood House, and we’re looking forward to working together on The Sound of Music.”

Emma Gardner, co-founder of Aubergine and former BBC and Channel 4 News journalist, said: “We’re delighted to be working with Opera North on such a loved and recognisable production. The Sound of Music has huge cross-generational appeal, which makes it perfect for influencer storytelling. Our focus is on creating thumb-stopping content that builds excitement in the lead-up to opening night.”

Aubergine is led by former journalists Emma Gardner and Verity Clarke, specialising in lifestyle, culture, food and travel PR, content and social media. The team works as a remote agency across the UK, blending sharp media instincts with creative campaigns. They are also the retained PR agency for Harewood House.