Despite a stellar reputation within the region, the Harrisburg Symphony Orchestra (HSO) faces declines in event interest and attendance. The reason? While HSO has a dedicated base of support, its loyalists are aging. It was also perceived that the multitude of other musical venues was keeping younger audiences from discovering the symphony.
However, the research found that classical music itself was not the main obstacle. Respondents to the survey who appreciated cultural offerings simply wanted an engaging and enjoyable musical experience.
We saw this as an opportunity to reach out to new audiences by portraying the experience potential attendees could expect. We built a campaign around the theme of “Feel the Intensity” to illustrate what one encounters during a live performance featuring nearly one hundred professional musicians. A rich blend of mediums was deployed: out-of-home billboards and bus shelter posters, email communications as well as paid and organic social media.
The campaign theme also resonates with loyal attendees, serving to confirm what they already know from their relationship with the Harrisburg Symphony Orchestra.