The Calgary Philharmonic Orchestra (CPO) is widely considered to be one of the premier orchestras in North America. But it had been losing traction with millennials.
To get twenty and thirtysomethings to attend the CPO’s rush hour concerts, which are condensed one-hour shows featuring the “greatest hits” of classical music.
Approach & Solution
We created a series of gig posters with headlines that played off the perceived pretentiousness of classical music, and we had a team of “undead” volunteers post them around town where our target audience would see them. This was supplemented by a small but highly targeted print and online buy.
The results hit all the right notes. We saw significant media coverage, tons of buzz and, more importantly, a 30% increase in ticket sales.